Digital and Offline Marketing are Merging

20 November 2015
Published: By: Amy Honeywell



Gartner released a survey yesterday that revealed digital marketing is now mainstream. 98% of marketers say online and offline marketing are merging, redefining and taking down the walls that have contained these two industries so far. The survey also found that marketing budgets increased by 10% in 2015, with 61% of respondents saying they expect budgets to increase further in 2016.

These findings form part of Gartner’s 2015-2016 Chief Marketing Officer (CMO) Spend Survey that included responses from business leaders in digital and offline marketing in 339 large and extra-large companies in North America and the U.K. The survey took place between May and July 2015 and marks the fourth year that Gartner has surveyed marketers on spending priorities and marketing operations.

“There is little doubt that digital marketing is now mainstream,” said Yvonne Genovese, group vice president at Gartner. “Marketers no longer make a clear distinction between offline and online marketing disciplines. As customers opt for digitally led experiences, digital marketing stops being a discrete discipline and instead becomes the context for all marketing. Digital marketing is now marketing in a digital world.”

Two main factors are driving marketers’ interest in digital commerce: the need to point to tangible results from marketing investments, and the recognition that companies need more than a commerce platform to sell. B2C companies have long been considered more sophisticated in digital commerce, but we’re seeing growing appetite by B2B companies under pressure to reach customers directly with digital commerce initiatives. They are looking to engage customers directly to better understand their needs, preferences and behaviours.

For more information on this report, Gartner have created a useful infographic to explain the statistics further in the report “CMO Spend Survey 2015-2016: Digital Marketing Comes of Age.




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