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The emergence of online marketing and more recently of mobile marketing are beginning to affect industry attitudes towards new media, both in terms of their effectiveness and ability to combine with traditional campaigns. In the view of the survey respondents, digital marketing is set to take an appreciably larger slice of their total marketing budget in the next two years, with allocations of 25% or more in future seen amongst a third of companies sampled. This trend is even stronger amongst the mobile content and online community sectors, where the proportion planning to allocate over 25% to mobile marketing is between 40% and 50%.
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