I’m always curious about how other companies, especially large software companies, plan and spend their marketing dollars. They often see trends faster because they are experimenting with a broader marketing mix than a company with a smaller budget.
Oracle’s CMO gave a presenation at a recent BMA conference that described, at an unusual level of detail, how they spend marketing dollars now, and how that has shifted over the past years. View the article: Oracle CMO opens the books on marketing spend, ROI
Some highlights from the article:
Oracle’s budget is currently 1.7% of the company’s total revenue compared with more than 5% a decade ago.
One of the most significant changes is Oracle’s drastic cutback in print advertising, which next year will account for only 9% of its ad budget compared with 22% this year and 55% last year.
Oracle is increasing its online advertising, which this year accounts for 36% of its ad budget, compared with 22% last year.
Along with these stats are other interesting facts about how they see Web 2.0 affecting their programs and the need for better web site stickiness and social marketing strategies to increase web site traffic, as they are seeing a decline in traffic on their corporate site.
