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Lauren Clemmer Talks Marketing Spending with Accounting Today

By posted 12-14-2015 01:56 PM

  

November 15, 2015

 

Lauren Clemmer, executive director of the Association for Accounting Marketing, sat down with Dan Hood of Accounting Today to share how marketing spending is increasing and how those dollars are being allocated differently.

 

AAM’s 2105 Marketing Budget Benchmark Study shows that spending has increased by 3.94 percent (including marketing staff compensation) compared to last year. This is a result of a competitive landscape, an increase in the quantity of project-based consulting services that need a larger pipeline and the plethora of new marketing technology and tools available.

 

High growth firms are spending their marketing dollars differently. They are focusing on content marketing, websites/SEO and marketing technology and less on sponsorships, advertising and memberships. Firms are struggling to include things they’ve spend dollars on previously in their budgets along with new tactics that produce a hirer rate of return. This could be a contributing factor to the increase spending.

 

More than a quarter of a firm’s marketing budget is spent on compensation. AAM’s 2015-2016 Compensation Trends survey found that marketers received a nearly 5 percent increase in base pay last year. That number is expected to be 4 percent this year. Pay for more senior-level marketers increased at a higher rate. As firms better recognize the value of marketing, they are employing more CMOs and marketing directors who can really drive growth.

 

You can read the full article, Accounting Marketing Spending Rising, on the Accounting Today website.

 

Both surveys mentioned in this article can be found on the AAM website. Click on Publications and then Surveys.

 

An executive summary of the budget benchmarking survey is free; the full report is $300 for AAM members and $600 for non-members. The salary survey is $150 for members and $300 for non-members.

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