How Digital Budgets Are Allocated by Augustine Fou

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what tactics digital marketing budgets are spent on; how to allocate digital marketing budgets, best practices for digital marketing mix

what tactics digital marketing budgets are spent on; how to allocate digital marketing budgets, best practices for digital marketing mix

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  • 1. Augustine Fou- 1 - Percent allocated to digital Digital share of marketing budget Digital marketing budget by industry Digital marketing budget 2013 Digital Ad Spend by Industry 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Direct Response Branding Direct response vs branding by industry Travel is heavily DR while entertainment is mainly branding branding direct response
  • 2. Augustine Fou- 2 - Marketers from companies with more than $500 million in annual revenue are devoting the largest portion of their digital marketing budgets to digital or online advertising (12.5%) and content creation and management (11.6%), per survey results from a Gartner report. Those results reflect the ongoing growth of online ad spend in the US, as well as the continued rise in importance of content marketing. The study also finds that 28% of respondents reduced their traditional advertising budget to fund digital marketing activities, a finding supported by various pieces of research showing such a shift in the media mix. Still, a plurality 41% of respondents say that they are funding their digital marketing activities through the savings they are getting from using digital as opposed to traditional marketing. Digital Budget Allocation Source: Gartner via MarketingCharts March 2013
  • 3. Augustine Fou- 3 - Digital Budget Changes
  • 4. Augustine Fou- 4 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing their digital ad budgets by selecting the right tactics, allocating the right share of budgets, and executing efficiently.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: Slideshares: LinkedIn:
  • 5. Augustine Fou- 5 - Related Articles Augustine Fou- 5 - countermeasures-by-augustine-fou augustine-fou-technical-forensics investigation-by-augustine-fou ad-fraud-reported-by-augustine-fou
  • 6. Augustine Fou- 6 - U.S. Retail Industry Digital Spend
  • 7. Augustine Fou- 7 - Coming down to budgets, brands are spending nearly 75% of their digital budget on display advertising, search and producing video. Spending on social including influencer outreach, makes up to only 10% of brands’ digital marketing spend. Astoundingly, Of that percent of social budget, more than half goes to Facebook. YouTube and Twitter get 13% each, while about 6% is spent on influencers and 5% advertising on blogs. Digital Budget Breakdown 2013 Source: Daze Info Feb 2013 BRANDS spend most of their digital budgets on awareness tactics like display
  • 8. Augustine Fou- 8 - Allocation of b2b marketing budgets 2010
  • 9. Augustine Fou- 9 - Online Marketing Budget Allocations 2011
  • 10. Augustine Fou- 10 - Digital Ad Budget Allocation 2012
  • 11. Augustine Fou- 11 - and-social-media-marketing-budget- allocation/ 2009 Digital Ad Budget Allocations by Industry