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Despite Growing Digital Marketing Budgets, a Troublesome Gap Remains

Date: May 18, 2015

Multichannel(s): Digital Marketing

Added by: Mayra Ruiz-McPherson

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Despite their large and growing digital marketing budgets, there is a troublesome gap between marketers’ enthusiasm for digital marketing and their ability to invest their growing budgets strategically and effectively to achieve their goals.

My former Forrester colleague Jim Nail recently published a report entitled “2015: The Year Of The Big Digital Shift” that illustrates this disconnect. What particularly caught my attention was the report’s subtitle: “B2C Marketers Boost Digital Budgets Despite Lingering Knowledge Gaps” (emphasis added). While virtually everyone surveyed said that “creating digital experiences that will build stronger relationships between customer and the brand” is a top priority, barely two thirds of respondents said their companies are effective at doing so, and less than half are actually investing in the requisite technology.

Source: CMSWire

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