Digital Marketing Investments Set To Rise in 2013

Digital marketers should take heart from new data from Gartner that suggest investment levels in digital marketing at large companies are likely to increase across many disciplines in 2013.

No surprise, social media is the area where most companies plan to increase their investment, with mobile apps close behind.

Tablets apps look set to receive first time investment from 17% of the firms surveyed, while email marketing continues to feel the squeeze with 7% of companies set to reduce investment levels.

Once again, analytics seems to be a little out of favour, despite being arguably the weakest link in many companies’ digital marketing efforts. I wonder if this is a function of the sampling methodology and the perennially dull image of the analytics field?


As Gartner rightly points out, these data come from a relatively small sample size and represent nothing more than a snapshot in time. But how do these findings compare to your own expectations? Is this a time for digital marketers to feel bullish or bearish?