Marketing Budget by Channel

New research on eCommerce organizations shows social media marketing as the marketing channel second only to email marketing.   SEO rounds out the top three most popular channels being used.  About 50% of the organizations surveyed are investing in mobile marketing; still on the low side given the penetration of SmartPhones and use of the mobile web. Investment-By-Channel-for-eCommerce

Half of the Marketing Budget Concentrated on 4 Channels

The eCommerce Benchmark Study report which was conducted in January and February 2014 is available from Marketing Sherpa and also shows spending for each channel.  When it comes to the budget spend, paid search garners the largest share of the marketing budget at between 13 and 20%.  SEO, social media and email marketing all come in around 10% of the total budget.  These four marketing channels make up almost half of the marketing budget.

Broad Range of Marketing Channel

Each other marketing channel accounts for less than 8% of the totally budget suggesting that there is a broad spread across the various other channels.   While about 50% of marketers indicate they are investing in mobile marketing, with only 1-2% of budget dedicated to this huge space it seems likely that marketing will continue to lag the mobile market trend.

Marketing-Budget-Spending-Channel
Marketing Budget – Spend by Channel for eCommerce Companies

How does this compare to the marketing channels you are investing in?


About Jane Morgan

With 20 years high-tech marketing & product development experience from Boston to Billund, Berlin to Bangalore, Jane has managed teams and tech products with millions of installs, and millions of revenue (annually). She's researched and developed market strategy for global markets, and established the blueprint for product management in many new teams. As an intrapreneur turned entrepreneur, she changed vowels in 2014 and founded JEM 9 Marketing Consultancy. Today she works with CEOs & business leaders to assist them in understanding and reaching customers. Speaker on market research, technology marketing and product management.