Interesting article from Marketing Charts, summarizing latest survey from Econsultancy and Oracle.  This latest annual study finds digital marketing budget expectations to be at their highest point since the survey’s inception in 2010, as 77% of respondents plan spending hikes this year, up from 71% in last year’s survey. Of note, 71% of company respondents agree that it has become easier to secure boardroom buy-in for increased digital marketing budgets, an increase from 64% last year.

Moreover, despite the challenges in measuring ROI, budget enthusiasm for content marketing leads all others, with 73% of company respondents planning to increase spending on content marketing this year. Many are similarly planning budget hikes for lead generation (68%, up from 60% last year), SEO (60%, down from 63% last year), and email marketing for engagement and retention (60%, down from 62% last year). Fewer than 4 in 10 anticipate spending increases for sales enablement (39%) and affiliate marketing (38%), though.

Then it asks the all too obvious question.  How good are we at measuring what we are trying to manage?  Read the full article here.

http://www.marketingcharts.com/online/which-digital-channels-are-marketers-best-able-to-measure-for-roi-51863

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