{"id":7565,"date":"2024-05-13T19:16:33","date_gmt":"2024-05-13T19:16:33","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/martech-spending-falls-to-lowest-level-in-10-years\/"},"modified":"2024-05-13T19:16:33","modified_gmt":"2024-05-13T19:16:33","slug":"martech-spending-falls-to-lowest-level-in-10-years","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/martech-spending-falls-to-lowest-level-in-10-years\/","title":{"rendered":"Martech spending falls to lowest level in 10 years"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Marketing technology spending fell this year, reaching its lowest level in a decade, according to a new Gartner report.\u00a0<\/p>\n<p>Martech is now getting 23.8% of the marketing budget, down from about 25.4% in 2023, according to Gartner\u2019s 2024 CMO Spend Survey. Spending also fell for staff and agencies, while paid media grew. It went from 25.6% last year to 27.9% in 2024.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/do-cmos-really-understand-how-their-teams-use-martech\/\" target=\"_blank\">Do CMOs really understand how their teams use martech?<\/a><\/em><\/strong><\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>\u201cThe drop in martech investment doesn\u2019t signal a dulled appetite for technology, rather it reflects CMOs\u2019 diminishing influence over martech as other enterprise leaders, such as IT, take more control,\u201d Ewan McIntyre, VP Analyst and the chief of research for the Gartner Marketing Practice said in a release.\u00a0 \u201cMeanwhile, CMOs are clearly prioritizing media spend as they seek to drive revenue growth.\u201d<\/p>\n<p>Investment in staffing also fell sharply.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" alt=\"LyFTdXQvVVOZepmxBgMW9fS2k0OoPtVVsPsInPhGdhW 55zCerVcwlSuOhLLxAmQPVFBKJ4cDpU9MxSW0qxSInH3Nt YtVb6U QbdI OeEzRn4zKSDvjzp06FjCM Azf262rK5Bf 4xVrFL3yzTJZrY\" src=\"https:\/\/lh7-us.googleusercontent.com\/lyFTdXQvVVOZepmxBgMW9fS2k0OoPtVVsPsInPhGdhW_55zCerVcwlSuOhLLxAmQPVFBKJ4cDpU9MxSW0qxSInH3Nt-YtVb6U-qbdI-OeEzRn4zKSDvjzp06FjCM-Azf262rK5Bf_4xVrFL3yzTJZrY\"\/><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/lyFTdXQvVVOZepmxBgMW9fS2k0OoPtVVsPsInPhGdhW_55zCerVcwlSuOhLLxAmQPVFBKJ4cDpU9MxSW0qxSInH3Nt-YtVb6U-qbdI-OeEzRn4zKSDvjzp06FjCM-Azf262rK5Bf_4xVrFL3yzTJZrY\" alt=\"LyFTdXQvVVOZepmxBgMW9fS2k0OoPtVVsPsInPhGdhW 55zCerVcwlSuOhLLxAmQPVFBKJ4cDpU9MxSW0qxSInH3Nt YtVb6U QbdI OeEzRn4zKSDvjzp06FjCM Azf262rK5Bf 4xVrFL3yzTJZrY\"\/><\/figure>\n<p><strong>Why we care. <\/strong>Gartner suggests that the availability of AI might hold out prospects for higher productivity despite cuts in technology and labour. \u201cReduced budgets are only a problem if marketing leaders are working with the same tools as before \u2014 that\u2019s not the case now that CMOs have AI,\u201d said McIntyre. \u201cGenAI is delivering enhanced productivity, despite constrained resources.\u201d<\/p>\n<p>Given that AI-powered solutions would be paid for out of the declining martech budget, this seems counter-intuitive \u2014 unless CMOs are focused on cheap (or free) AI resources with outcomes that justify any investment.<\/p>\n<p><strong>Digital leads paid media. <\/strong>Digital got the lion\u2019s share of paid media, taking 57.1% of budgets this year, up from 54.9% in 2023. Top channels include search (13.6%), social advertising (12.2%) and digital display advertising (10.7%). Among offline channels, the top categories were event marketing (17.1%), sponsorship (16.4%) and TV (16%).<\/p>\n<p>This happened as overall marketing budgets fell to an average of 7.7% of overall company revenue, down from 9.1% in 2023. Just four years ago, marketing budgets averaged 11%.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" alt=\"K1pa7PDjqWxQ14tNuKhuaz3 Ze5ScV IAmnEvMiJa3c5JUr3NHfKVGBwZhQloc7qhAUqSm6tTNnWOhm4vmaNbh4m R6gFpDdJ1af0eQ1BOoC8sW1QqLGlWrj 1dLd7m76qjK4bCD2 OvL7SXpg99wZw\" src=\"https:\/\/lh7-us.googleusercontent.com\/K1pa7PDjqWxQ14tNuKhuaz3-Ze5ScV-iAmnEvMiJa3c5JUr3NHfKVGBwZhQloc7qhAUqSm6tTNnWOhm4vmaNbh4m_r6gFpDdJ1af0eQ1BOoC8sW1QqLGlWrj_1dLd7m76qjK4bCD2-ovL7SXpg99wZw\"\/><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/K1pa7PDjqWxQ14tNuKhuaz3-Ze5ScV-iAmnEvMiJa3c5JUr3NHfKVGBwZhQloc7qhAUqSm6tTNnWOhm4vmaNbh4m_r6gFpDdJ1af0eQ1BOoC8sW1QqLGlWrj_1dLd7m76qjK4bCD2-ovL7SXpg99wZw\" alt=\"K1pa7PDjqWxQ14tNuKhuaz3 Ze5ScV IAmnEvMiJa3c5JUr3NHfKVGBwZhQloc7qhAUqSm6tTNnWOhm4vmaNbh4m R6gFpDdJ1af0eQ1BOoC8sW1QqLGlWrj 1dLd7m76qjK4bCD2 OvL7SXpg99wZw\"\/><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-methodology\">Methodology<\/h2>\n<hr\/>\n<hr\/>\n<p>The survey was conducted in February through March 2024. Survey respondents were 395 CMOs and marketing leaders in North America and Northern and Western Europe across 10 different industries, company sizes and revenue, with the vast majority of respondents reporting a median annual revenue of over $5.3 billion.\u00a0<\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/martech-spending-falls-to-lowest-level-in-10-years\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Marketing technology spending fell this year, reaching its lowest level in a decade, according to a new Gartner report.\u00a0 Martech is now getting 23.8% of the marketing budget, down from about 25.4% in 2023, according to Gartner\u2019s 2024 CMO Spend Survey. Spending also fell for staff and agencies, while paid media grew. It went from [&hellip;]<\/p>","protected":false},"author":3,"featured_media":7566,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Martech spending falls to lowest level in 10 years - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/martech-spending-falls-to-lowest-level-in-10-years\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Martech spending falls to lowest level in 10 years\" \/>\n<meta property=\"og:description\" content=\"Marketing technology spending fell this year, reaching its lowest level in a decade, according to a new Gartner report.\u00a0 Martech is now getting 23.8% of the marketing budget, down from about 25.4% in 2023, according to Gartner\u2019s 2024 CMO Spend Survey. 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