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The 2014 Digital Dollar Shift [Infographic]
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The 2014 Digital Dollar Shift [Infographic]

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As we enter the last 6 months of 2014, investing in digital spending is quickly becoming a priority with b-to-b marketers. As ROI and creating a streamlined customer experience continues to prove the …

As we enter the last 6 months of 2014, investing in digital spending is quickly becoming a priority with b-to-b marketers. As ROI and creating a streamlined customer experience continues to prove the power of digital spending, we’re seeing a steep drop in traditional marketing dollars as digital strategy grabs a bigger slice of the overall budget. Digital marketing provides a cost-effective, metrics-driven, brand awareness to businesses of all sizes. By investing in digital, b-to-b marketers are nimble and engage more qualified audience for their products.

Here are 4 key takeaways of this digital spending study conducted by Ad Age.

* Almost a quarter (23.5%) of b-to-b marketers expect to spend between 50% and 74% of their budgets on digital this year, up from 17% in 2013.

* There is a notable decrease in traditional media spend such as Print (-24% decrease) TV (-7.2%) and Radio (-6.9%).

*Website improvements and spending trends are on the rise with +66.1% increase over last year.

*Investing in video and social media is high on the digital priority list. This year, companies will allocate 62% more to Video and Social Media spending will increase by 58%.

With digital strategy on the rise, is your organization embracing new opportunities?

Published in: Marketing

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  • 1. DIGITAL SPENDING TRENDS 2014 DIGITAL SPENDING IN 2013 VS. 2014 Out of those surveyed, nearly +80% of businesses plan on increasing digital spending, continuing the upward trend of digital marketing, and a decrease in traditional media spend such as Print (-24% decrease) TV (-7.2%) and Radio (-6.9%) Website spending trends continue to be strong in 2014 with +66.1% increase of those polled. Social media (+58.2%) Video (+62.9%) and Search Engine Marketing (+54.5%) continue to dominate upward trends with online spending. DOWNDOWNUPDOWNDOWNFLATUPUPFLAT 1%-4% 5%-9% 10%-14% 15%-19% 20%-24% 25%-29% 30%-49% 50%-74% 75%-100% 2013 2014 2014 2013 4.9% 6.7% 10.4% 2013 2014 2013 2014 8.5% 8.5% 11.0% 2013 2014 2013 2014 2013 2014 16.5% 23.5% 10.1% 8.3% 10.8% 9.5% 11.4% 9.8% 11.4% 12.6% 16.9% 9.2% MEDIA SPENDING DIGITAL PRINT EVENTS DIRECT MAIL TELEMARKETING TV RADIO OUTDOOR 2.4% 24.0% 13.7% 10.6% 7.6% 7.2% 6.9% 10.3% 79.9% 18.2% 48.3% 34.4% 26.3% 3.9% 5.9% 4.3% 17.7% 57.8% 38.0% 55.0% 66.0% 88.9% 87.2% 85.4% NO CHANGE ONLINE SPENDING SOCIAL MEDIA BANNERS SPONSORSHIPS WEBCASTS VIDEO SEARCH MOBILE 2.2% 9.5% 9.2% 2.9% 1.6% 3.8% 1.0% 58.2% 34.0% 28.6% 51.4% 62.9% 54.5% 42.3% EMAIL 2.2% 63.6% WEBSITE 2.2% 66.1% DECREASE INCREASE _ + NO CHANGEDECREASE INCREASE _ + 39.6% 34.3% 31.7% 56.5% 62.2% 45.7% 35.6% 41.7% 56.7% Percentage of digital spending in a b-to-b marketers budget 2013 2014 2013 SOURCES "Advertising Age - B-To-B Marketing Fact Pack 2014" 1 2 3 4 5 6 7 8 9 2014

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