{"id":2029,"slug":"gartner-2025-digital-channel-allocations","title":"Gartner 2025 — digital channel allocations: SEO 8.9%, Email 7.4%, etc.","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["paid-vs-owned-digital-split"],"reference_body":"**Claim:** Gartner 2025 — channel-level % of digital budget:\n\n- Search advertising: **13.9%**\n- Digital display: **12.5%**\n- Social advertising: **12.2%**\n- Video/streaming: **10.7%**\n- **SEO: 8.9%**\n- Audio/podcast: 7.5%\n- **Email: 7.4%**\n- Retail media: 6.4%\n- **Influencer: 5.9%**\n- **Sponsored content: 5.5%**\n- Digital OOH: 5.4%\n- **SMS/push: 3.5%**\n\nOwned/earned bucket itemized: SEO (8.9%) + Email (7.4%) + Influencer (5.9%) + Sponsored content (5.5%) + SMS/push (3.5%) ≈ 31%.\n\n**Critical caveat:** Gartner publishes **NO separate line item for \"company website,\" \"content/organic,\" or \"organic social.\"** SEO is the closest proxy for \"website work.\"\n\n**Source:** Gartner 2025 official infographic.\n\n**Confidence:** Single-source (high quality).\n\n**Note on derived error:** An SEO-agency blog (Image Building Media) misreported the SEO figure as 8.0%; the official infographic shows **8.9%**. Use the official number.","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"research-brief-smb-widget-spend-benchmarks-june-2026","title":"Research brief: SMB widget spend benchmarks — feasibility of a \"digital-minus-ads\" % of revenue (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"derived-owned-digital-share-of-revenue-range","title":"Derived \"owned digital\" share of revenue — ~0.5%-2% (Directional-Speculative)","kind":"reference","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-23T19:16:01.929Z","updated_at":"2026-06-23T19:16:01.929Z"}