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4 in 10 Global Marketers Reallocating Budgets to Digital

by MarketingCharts staff
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The results come on the heels of a survey showing a similar shift in spend in the US.

Many marketers responding to the latest SoDA survey will be making those increased investments from a position of confidence. According to the survey, 60% describe the digital marketing sophistication of their organizations as “very” (22%) or “somewhat” sophisticated (34%), while another 26% describe themselves as about average.

Asked where they are on the learning curve of major technological shifts, roughly 4 in 10 rated themselves as “ahead of the curve” or “state of the art” in: responsive design; connecting digital and real-world experiences with their brand; mobile usability/experience; multi-channel marketing attribution (including digital); and use of data to drive digital marketing effectiveness. Interestingly, marketers were more confident in their understanding of the role and impact of social media, with a slight majority saying they are above-average in this regard.

About the Data: SoDA’s 2013 Digital Outlook Marketing Survey had 814 respondents. Marketers represented approximately one-third of all respondents with a fairly even split between companies who primarily market products (33%), services (31%), and a mix (36%). Key markets for respondents are North America (50%), Europe (22%) and APAC (12%).