The shift from traditional media ad spending to digital
continues unabated. That’s according to a Duke University Fuqua School of
Business survey of US
marketers commissioned by the American Marketing Association (AMA) and
conducted in February 2013.
A story by eMarketer.com reports as recently as August 2011,
marketers expected traditional ad spending to increase incrementally over the
following year. But by February 2012 they began to project that traditional ad
budgets would shrink, and in February 2013 the expected size of that decline
over the next 12 months reached 2.7%.
Meanwhile, digital marketing investment will expand at the
expense of traditional spend. The increase in digital ad spending was projected
to be most dramatic in the business-to-consumer (B2C) product category, which
was expected to se a 14.6% bump over the 12 months following February 2013. B2C
and business-to-business (B2B) services were forecast to see similar increases
in digital ad spending.
B2C services were estimated to experience the greatest drop
in traditional media ad spending, falling 5.4% over the next year.
No comments:
Post a Comment