Digital channels are beginning to rank among the top-budgeted areas of marketers’ program spend, finds the CMO Council in its latest State of Marketing report. Indeed, websites, microsites and communities now rival trade shows and conferences in share of planned program spend, outweighing TV advertising as well as lead generation and thought leadership (including content syndication). As expected, the biggest changes in the works are reserved for digital channels.
The 500+ respondents to the survey – who hailed from all global regions and a variety of industries and company sizes – were asked by how much they expect to shift their marketing mix elements this year, using their 2013 media spend (non-headcount/non-operational spend) as a baseline. Not surprisingly, the top 5 channels by planned budget growth are each digital, while the top 5 media channels by planned budget cutbacks are each traditional. Read the rest at MarketingCharts.