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Marketing Technology for Growth Why Budgets are Shifting to Digital Marketing

Date: February 11, 2013

Multichannel(s): Digital Marketing

Added by: Mayra Ruiz-McPherson

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As the world moves online, digital marketing principles are being adopted everywhere. Even the staunchest names in traditional media are getting hip with the times. As reported in TechCrunch, Hearst Digital Media is planning on incorporating personalization and responsive design into its new publishing platform. To adjust to this new reality, businesses are shifting marketing budgets accordingly. This point is underscored by data from Econsultancy’s Marketing Budgets 2013 Report sponsored by Responsys.

The survey of over 800 company and agency marketers found that 71% are increasing their digital marketing budgets for 2013, while only 20% are increasing their traditional (offline) marketing budgets. Moreover, of the companies increasing their digital marketing budgets, 56% are raising them by more than 20%. On average, the companies surveyed are spending 35% of their total marketing budgets on digital. Why are they doing so? Because digital marketing works. According to the Report, over two-thirds of companies surveyed are driving over half their revenues from digital marketing spend.


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