Nearly half of marketers say savings let them spend more on digital
Many factors are driving marketers to put a growing portion of their budgets into digital, including better metrics, targeted outreach and the basic imperative to meet consumers where they spend their time. But another factor is also working in digital’s favor: savings.
Gartner surveyed marketers at 250 large US companies about the marketing spending landscape. On average, respondents said they spent 10.4% of company revenues on marketing activities in 2012. Of that budget, 24%, or 2.5% of total revenues, was spent on digital media initiatives, with the rest spent on traditional media.