eConsultancy along with Experian Marketing Services has released their Marketing Budgets 2012 report and as we have seen in the recent past, most companies continue to or intend to continue to increase spending on the digital channel. That’s good news in that there is recognition that the digital channel is an effective use of marketing dollars which can often be harder to find in the current economic climate. Here are some quick data points from the study.
- Of those companies increasing their digital marketing budgets, 79% will increase them by more than 10%.
- Three-quarters (74%) of companies are increasing their investment in digital marketing technology this year, up from 67% in 2011.
- More than half (56%) of companies are planning to recruit more people into their digital marketing teams in 2012, up from 52% in 2011.
There is more evidence given in the report that companies are turning more to the digital space as we move forward and we get that. It’s good news for those of us in the space but growth hasn’t been the problem.
Despite this rise in investment in the digital world the real problem comes in the analysis of this data. Whether it is in the online or offline space, marketers appear to be a getting a little less cocky about their ability to measure what is actually happening in the space. Take a look at this.