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02/02/2010
Hear that rustling sound? It’s the sound of money being shifted from traditional media into digital.
That’s hardly news by itself, but a survey by Alterian shows that it is taking place on several continents, and in large amounts.
Of 1068 respondents in America, Europe and Asia/Pacific, 40% are shifting over a fifth of their budget dollars to digital media, and 21% more than a third.
Those numbers decline slightly when agencies and vendors are stripped out of the sample. Of the end-user marketers, 35% are moving more than a fifth of their budgets. But an even higher percentage, 41%, are reallocating 10% or less.
What are they spending it on? Two thirds have invested in social media (or plan to). The percentage isn’t surprising, given that many companies are playing catch-up.
In addition, 57% are investing in their Web sites, and 55% in email to individuals. And 50% are allocating dollars for multi-channel campaign management.
Here’s a finding about best practices: 58% of the firms incorporate clickstream Web data into their analytics, and 42% do not. But that total, too, includes agencies and vendors. When marketers were asked, 61% said they don’t include it.
Alterian reported that 62% of the responders are in North America, 36% in Europe and 2% in Asia/Pacific. In addition, 42% are speaking for marketing companies, 20% for marketing service providers, 14% for agencies, 4% from systems integrators and 17% for “other.”
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