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Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.
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Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.
December 4, 2017
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
Description
US senior marketers were asked if they see dollars being re-allocated from traditional IT budgets to marketing/advertising budgets as a result of digital transformation. The chart shows if senior marketers said this transition was happening and to what extent.Note
Respondents were asked, "Do you see dollars being re-allocated from traditional IT budgets (CIO office) to marketing/advertising budgets (CMO office) due to digital?" Data was provided to eMarketer by Cowen and Company.Methodology
Data is from the December 2017 Cowen and Company "Shifting Sands: CMO Tech Survey on Key Trends & Ascension of the Consultancies" conducted by Qualtrics. 101 US CMOs and senior marketers from a variety of industries were surveyed during September-October 2017. Respondents identified their roles as chief marketing officer (CMO)/chief marketing technologist (CMT) (32%) and marketing senior management (68%). Respondents identified the number of employees at their company as 1-100 (5%), 101-500 (14%), 501-1,000 (16%), 1,001-5,000 (25%), 5,001-10,000 (19%) and 10,000+ (22%). Respondents identified their projected 2017 revenues as $500 million-$1 billion (21%), $1-$2 billion (20%), $2-$5 billion (17%), $5-$10 billion (15%), $10-$49 billion (13%) and $50+ billion (15%). Respondents identified their projected 2017 marketing and advertising budget as under $50 million (25%), $50-$99 million (22%), $100-$199 million (21%), $200-$499 million (11%), $500 million-$1 billion (8%), $1-$2 billion (5%), $2-$5 billion (5%) and $5+ billion (4%).Sources
Chart Title
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)Publication Date
December 4, 2017
