Marketing budgets are on the rise thanks, at least in part, to digital technologies. However, where marketers are investing their dollars isn’t as clear.
Signs point to marketers opening up their wallets for emerging digital technologies, placing bets on measurable channels such as email, search and social media, shifting resources toward consumer-facing technology, and spending wads of cash on content creation and aggregation.
But success is far from certain.
There’s no question marketing budgets are on the rise. More than half of business-to-business marketers expect their budgets to increase this year, compared to 31 percent of respondents who expected budgets to increase last year, according to a Forrester survey.
What’s Driving the Budget Increase?
What’s behind the increase in spending? Nine out of 10 marketers say digital marketing technologies, which make up a chunk of business technology (BT), are critical to success.