Marketing Numbers of the Week


Gartner researcher conducted a survey with 400 executives who are holding the CMO title in North America, the U.K., France and Germany in May 2021. The research found that the marketing budget dropped from 11% of company revenue in 2020 to 6.4% in 2021. The brands with revenue of more than $2 billion reported a low marketing budget of 5.7%. Whereas coming to travel, hospitality, manufacturing and tech product brands are facing the largest drops. Consumer packaged goods are able to make marketing budgets at 8.3% of company revenue. Companies with revenue below $500 million reported the largest marketing budget of 8.6% of revenue.


Facebook chief executive Mark Zuckerberg announced that they are going to invest $1 billion in its creators for its core app and as well as Instagram through 2022. These investments are intended to offer the creators their achievements. On other hand, for the next four months, the big blue app is planning to offer paid bonuses to video-creators through its in-stream ad product. Now the U.S. creators who have been signed up for ads on its live streaming IGTV service have been receiving one-time bonuses by Instagram.


Zoom is acquiring Five9, a provider of cloud contact center software for $14.7 billion and this deal is expected to close in the first half of 2022. As per FactSet, this was the first billion-dollar deal for Zoom and it is the second-biggest U.S. tech deal in 2021 after Microsoft’s $16 billion purchase of Nuance Communications. Since the pandemic for the past 16 months, Zoom has been among the top growth stories. Five9′s market cap was closed at $11.9 billion at a 13% premium.


In April 2021, a survey has been conducted by data agency Stirista from 150 professionals at 50 U.S. advertising and marketing agencies. This research revealed that 50% of the agencies outsource their consumer and B2B data, two-third of agencies replied that leveraging data is a critical business and their top concerns are 41% respondents citing uniqueness, 39% validity and 33% accuracy. Surveyed agencies said that data is crucial for making 52% marketing strategy, 41% content creation and 39% lead generation on other hand 50% need account-based management and more than one-third provide connected TV (CTV) services.


Microsoft has newly launched windows 365 for the organizations to provide access for the employees to virtual cloud-based PCs running Microsoft’s Windows operating system. For example, the user can enable these services to get access to a virtual PC configured with work applications from their home PC and non-Windows devices like an Apple Mac, iPad, or Android tablet. Windows 365 depends on Azure Virtual Desktop, which was designed to reduce the complexity. The company would reveal Windows 365 pricing on Aug 2, when the service comes into existence.



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Jay Kesavan

Jay Kesavan

Ai | Future of Work | Prof. HR Analytics @ NYU