Digital marketing is unstoppable. The current issue of Ad Age is dubbed “The Digital Issue,” with some very interesting stories and features on the meteoric rise of digital, which they call the “unquestionable future of marketing.” At the same time, they warn that some companies and brands may be close to overdosing on it, looking at digital as the savior for any and every problem they face. Globally, 24% of ad budgets are now going to digital. But it’s still difficult to draw a direct line from digital spending to real results for most companies. What is the proper allocation? Is it an “inexpensive miracle drug” as some companies believe, or should it be treated as part of a balanced media regimen? We’re for the latter, but we encourage you to take a look at the article (“Overdose?”) on adage.com and see what you think.
A new survey from Strata, a developer of media buying and selling software, as reported on multichannel.com, provides some more fuel for the meteoric rise of digital. The survey finds that 81% of ad agencies are paying more attention to digital advertising than they were a year ago (we certainly are), and 41% expect an increase in digital ad spending during 2015. 35% of the agencies polled saying their clients are increasing their budgets from last year; that’s a 50% uptick in expectations from just two years ago. It’s a very interesting shift occurring in real time – exciting and unpredictable at the same time. Click here to see more of the survey results.
What are you seeing in crystal ball of digital marketing?