Thursday, September 11, 2008

What share of your communications spend is on digital channels?

MarketingVox has release the article, Marketers' Top 10 Wish List for Agencies of the Future, which reports on a US survey sponsored by Sapient of two hundred CMOs (Chief Marketing Officers).

The report indicates that more than a quarter of marketers said that half to all of their marketing is now done via digital channels. It also reported that nearly 40 percent foresee that in 12 months from half to all their marketing will be done via digital channels.

So what about in Australia?

In Australia we're a few years behind the US (which makes the US a useful predictor of our future).

The 2008 Australian Digital Marketing Trends Survey sponsored by NextDigital, involving 200 communicators across industries (including government) indicated that only around 10 percent of organisations dedicated between 25 and 50 percent of their marketing spend on digital.

However this was projected to grow to 40 percent of organisations within the next five years (by 2013).

It also found that in 2007 only 4 percent of Australian organisations were spending more than 50 percent of their marketing dollars on digital channels, but this was expected to grow to 19 percent in five years.

How is your organisation allocating its communications dollars?

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