Marketers take spend from press, go digital
Just under half (46%) of companies say they are planning to increase their overall marketing budget for 2010, according to a survey of more than 1,000 US and UK firms conducted by Econsultancy/ExactTarget.
Seventy percent of respondents say they are aiming to boost their budgets for off-site social media on sites such as Facebook and Twitter, while more than half of them plan to up their spend on mobile marketing.
The biggest barrier to digital marketing investment is restricted budget for all types of marketing, cited as a factor by 40% of those surveyed. But according to agency respondents, lack of understanding about digital is the biggest impediment – just under half of supply-side respondents cite this as the biggest problem.
There’s bad news for print media and radio. These are the marketing channels where companies are most likely to be cutting investment.
