Marketers' Traditional & Online Spending Mix Projections, April 2014 [CHART]
Despite signs thatbudget shifts from traditional to digital media may be slowing, most marketers believe that their spending on digital marketing will soon exceed their traditional media spending, if it hasn’t already. That’s according to newly-released results from a ThinkVine survey fielded among 200 senior-level marketers, which found that digital has already surpassed traditional media in spending for one-quarter of respondents. An additional 31% believe their digital marketing spend will exceed traditional this year (15%) or next (16%), while only 14% feel that the shift will not take place in the foreseeable future (11%) or ever (3%).
Some verticals appear to be making the shift more quickly than others, as more than one-third of respondents in the insurance (40%), entertainment (38%), finance (36%), and technology (35%) sectors already claim to already dedicate a majority of their budgets to digital marketing. It should be noted that when broken down into individual sectors, the sample sizes are very small and should therefore be treated with caution. Read the rest at MarketingCharts.