Marketers have a lot on their plate. Now imagine if that plate were their budget and the marketing world just kept piling on new things until the plate, which has a finite capacity, overflowed. No matter how good the stuff on that plate looked marketers can only eat put so much on that plate / budget.
With that said, marketers must constantly evaluate how they will allocate the limited space in their budget for the myriad options available in the online and offline marketing worlds. A report from the folks who put on the eTail conferences each year gives insights into what their attendees were interested in spending externally just this past August. Remember this is external spend with vendors and additional avenues of help. Here is a summary chart.