Digital spending currently accounts for roughly one-quarter of enterprise marketing budgets, finds a new study from Econsultancy and Teradata, but that figure is expected to increase to about 40% by 2019. The shift taking place in the near-term isn’t the result of a decline in traditional media budgets, though, as more enterprises plan to increase than decrease their traditional budgets over the next year. It seems, instead, that digital spending is simply growing more quickly.
Indeed, some 69% of respondents plan to increase their digital marketing budgets over the next year, by an average of 14%. By comparison, relatively fewer (48%) expect their traditional budgets to increase, by an average of 9%. And, while just 6% expect their digital marketing budgets to decrease (by an average of 5%), almost 5 times as many (29%) see a decline in traditional budgets on the horizon (for an average of 10%). Read the rest at MarketingCharts.