TECH SUPPLIER Dec 2019 - IDC Survey Spotlight - Doc # US45684219

How Are Tech Marketers Allocating Their Advertising Budget?

By: Warren LaneResearch Analyst, Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience

Abstract

This IDC Survey Spotlight provides insight into where the money is being spent within the advertising program budget and how it has changed over the past five years. Respondents to IDC's 2019 Tech Marketing Benchmark Survey showed that in 2019, 31.7% of the average program budget is being spent on advertising activities, one of the highest allocated amounts ever in the 17-year history of the survey. Factors influencing the trend, and its future direction, include data, privacy regulation, and a range of advanced technologies.


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