How Companies Determine Their Level of Internet Marketing

More decision-makers believe that internet marketing budgets will lessen in the future. While the majority of the marketing decision-makers see growing budgets for 2017, 14 percent believe in a cut. The highest figure since the start of the discussion was five years ago, but it saw a significant increase compared in 2014, where only 3 percent believed that marketing expenses would drop. After all, 24 percent of marketing decision-makers believe that their budgets will lessen in 2017.

According to various surveys, marketers want to spend nine percent of their budgets on better websites. This means that the expenditures for said websites are increasing by a double-digit percentage. E-commerce marketing spending is now eight percent of these company’s marketing budget (second highest category), and rank 1 in many vertical industries. According to one survey, B2C marketers spend a little more (9%) on e-commerce than B2B marketers (7%). Marketing decision-makers from the trade as well as from the financial sector also state that 9.5% percent of their marketing budgets are for e-commerce campaigns.

Marketers doubt the effectiveness of digital advertising, too. Even if companies are beginning to doubt the effectiveness of digital advertising in the face of ad blocking, two-thirds of the marketing decision makers surveyed want to expand their digital advertising budgets in 2017. The smaller a company, the more it relies on classic advertising. But when it comes to online advertising, smaller businesses are doing a bit better than larger ones, when it comes to the proportion of their marketing budgets.

Thus, for companies with 50 to 199 employees, the proportion of classic advertising on the communication level is 30 percent. For companies with more than 5,000 employees, it sits around 12 percent. When it comes to online communication, companies with 50 to 199 employees invest a good 20 percent of their marketing budgets, whereas larger companies (more than 5,000 employees) account for just under 18 percent.

There are also clear tendencies with regard to other marketing channels: the proportion of live communication/trade fairs increases from 20 percent (50 to 199 employees) to more than one third (more than 5,000 employees). The proportion of PR numbers also rises from 9 to 15 percent. Other non-classic advertising and sponsoring tend to account for approximately the same proportion of marketing budgets across all company size classes.