Shift to digital marketing continues, according to CMO Council
2010-04-27
http://www.cmocouncil.org/news/pr/2010/041910.asp, B2B marketing trends are shifting more towards the digital realm.The report, which surveyed more than 600 marketing firms, indicated that 46 percent of the respondents would be shifting more of their budgets to digital demand generation and online relationship building. Most firms said they would be focusing on fine-tuning customer data to better target and segment their audience, while some will be exploring new digital routes.
The growing shift from traditional marketing to digital market is also beginning to show its effects on some marketing firms' hiring practices. The report indicates that 59 percent of the firms were looking to retrain existing staff on digital marketing practices, while 40 percent were adding or expanding their digital marketing agency.
"Globalization of markets and new channels of digital engagement are causing senior corporate marketers to seek new internal skills and capabilities, and re-direct spend towards more inventive and localized go-to-market programs," says Donovan Neale-May, executive director of the CMO Council. "The transformation of marketing organizations, practices and functions is well underway."
This mirrors findings reported by eConsultancy. According to its report, digital ad spend in North America is expected to increase to $16 billion.
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