Working for a major Canadian digital publisher, I have seen the ups and downs in the past months as advertisers and agencies scramble to decide what to do with their ever precious marketing dollars. The nice thing, is that in most cases, I have seen the ups as digital spend, which still usually represents less than 10% of total marketing budgets has remained intact or often grown substantially. The reality is that marketers worldwide are shifting more of their budgets into cheaper, more-measurable categories and that usually means online.
Here are some interesting stats that just came out from eMarketer supporting the growth of Digital media;
More than 77% of traditional advertising agencies are increasing the amount of digital in their budgets by 1% to 29%. And over 10% are upping online budgets by 30% or more.
In addition, about 15% of digital agencies, digital service providers and freelancers plan to increase digital budgets by 30% or more. Brand shops were least likely to add to digital budgets, with one-half planning no shift at all.
When asked if they were doing more digital work in the wake of the downturn, at least 36% of advertising professionals of all stripes said yes, and many expect to take on significantly more.
The combination of accountability, convergence and the infusion of digital media into every facet of life makes the future look bright—for marketers making the move to digital.
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