As marketing budgets are increasing, there is less money for marketing optimization, says the Adobe 2013 Digital Marketing Survey. The survey was published April 26th. Some 53 percent of the digital marketers surveyed from around the world say they devote less than 5 percent of their budget to optimization activities. Last year 48 percent of the marketers said this. Only 6 percent of respondents are allocating more than one-quarter of their budgets to these activities, relatively unchanged from last year’s 7 percent. And that is strange, because through optimization companies can reduce the costs of their marketing operations. By calculating the ROI for the optimization projects it can become apparent that the reason not to, is actually the reason to do it; saving budget.
Adobe conducted this survey amongst 1800 marketers from around the World. “Some of the findings are eye-opening”, says John Cristofano, PR-Manager at Adobe, “like data showing a majority of the companies surveyed spend 5 percent or less of their marketing budget on optimization activities. Five percent or less, even though it’s also clear from the data that companies investing more get more in return. For example, companies allocating more than 25 percent of marketing budgets to optimization are twice as likely to see high conversion rates.”
With these kinds of results, it’s only logical to ask why there are not more companies are investing in optimization. According to the survey there are two major challenges. Budget and resources are the two most important things, that hold marketers back says almost half of the respondents.