After a bit of searching online for interesting news article about digital marketing I found an article, which can be read here.
The article discusses how the increase of spending on digital marketing has helped the increase of spending on offline marketing which has recently been seen.
The article found in a survey that "almost three-quarters (72%) of companies are increasing their digital budgets this year".
Digital marketing, which is also called 'online marketing' in this article has had a good business case recently because of the ease of measuring digital marketing. TV and radio advertising is not only very expensive in comparison to digital marketing but very hard to measure the effects of.
Three reasons were suggested as to why offline marketing has seen a recent resurgence.
1. Improved economic conditions means that companies are investing more money across the board in marketing and advertising
2. The efficiency of digital channels in attracting and converting brand interest and leads is giving advertisers the confidence to invest more money, for example, on television and radio advertising
3. Anecdotal evidence suggests that they are hitting saturation point in how much they can spend on purely digital marketing channels relative to more money-hungry offline media such as TV and radio
I agree with the third point about digital marketing reaching a saturation point and therefore I am a bit sceptic that apparently 72% of companies are increasing their digital budget this year? I did not think it would be this high....
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