In-house marketers surveyed by Econsultancy, in association with Responsys, report spending on average 35% of their total marketing budgets on digital, per a new report. The survey – of respondents primarily from the UK (46%) and other European countries (19%) – finds that 56% are spending less than 30% of their budgets on digital channels, while 32% are devoting more than half of their budgets to these channels. Notably, though, despite multiple signs that the budget mix increasingly favors digital, the overall average of 35% of budgets allocated to digital actually represents a slight drop from 36% last year.
Still, according to the study, 71% of companies plan to increase their digital marketing budgets by an average of 28%, compared to only 20% who expect to raise their traditional marketing budgets, by an average of 26%. Read the rest at MarketingChart.