Jul
28
Digital Marketing In 2022
As it is becoming the norm to reach customers and prospects through various digital channel, so is the increase in focus and spend in digital marketing. Especially with target audiences shifting from one or a group of identical individuals to a more broader audience having their own opinion and input into decision making.
marking budgetsIt can be a simple targeting a husband and wife differently for the same product or at a larger scale targeting C-level individual to manager-level employees. One of the great things and what gets me excited about digital marketing is being able to tailor messages and specific advertising. Though it can make it difficult at times but that’s what separate fair marketers from exceptional marketers.
With that being said, earlier this week Gartner released a press release that Digital Marketing Budgets Will Increase by 8 Percent in 2020. Gartner surveyed slightly over 300 individuals in the US, Canada and the UK for this survey and with those three countries they are investing more focus and budget towards digital marketing.
“The line between digital and traditional marketing continues to blur,” said Laura McLellan, research vice president at Gartner. “For marketers in 2020, it’s less about digital marketing than marketing in a digital world. Hence, marketers manage a much more balanced and integrated marketing mix than in previous years, which were characterized by online and offline silos. The resulting digital experience moves customers toward a more self-service buying model, allowing reductions in sales budgets that were designed around older, physical models.”
With 2021 less than two months, now is the ideal time to begin thinking and planning your 2022 marketing budget. Especially with the continued increase in consumer use of digital to research, find and learn more about your company, it is extremely important to make sure you stay and out rank your competition.
Along with this Gartner survey, they also released a CMO Spend 2015 Report (registration required) that concludes with:
“Gartner’s 2014 CEO Survey found that digital marketing was the No. 1-ranked CEO priority for technology-enabled business capability for investment during the next five years,” said Yvonne Genovese, managing vice president at Gartner. “It therefore comes as a little surprise that the digital marketing spending survey found that over 60 percent of companies that justified an addition to the marketing budget for digital marketing obtained incremental funding from elsewhere in the organization.”
In conclusion, I always share the best practice of not spending money or creating a large budget for digital marketing without first understand how it would benefit your company. It is very easy to save I want to spend to $10,000 on paid advertising the first half of 2022 without first thinking about strategy and most important what is the return of investment in the spend.
