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eMarketer: Will the downturn mean marketers turn to digital?
Date: 30/04/2009
In the midst of the global economic downturn, marketers worldwide are shifting more of their budgets into cheaper, more-measurable categories. In most cases, that means online. Although the name of the organization might imply a slight bias, in a survey by the Society of Digital Agencies (SoDA), 81% of respondents said they plan to invest at least as much in digital marketing in 2009 as in the previous year.
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.
In general, the SoDA findings are backed up by an earlier survey from Ad Media Partners, which found executives planning to increase digital spending from search to banners. The combination of accountability, convergence and the infusion of digital media into every facet of life makes the future of digital marketing look bright.
Source: eMarketer
WFA's Digital Network, comprising Global/ Regional Interactive Marketing Directors from within our membership looks closely at issues such as budget allocation across global and EU markets. For more information, please contact Robert Dreblow: [email protected]
