The document discusses best practices for crafting a digital marketing budget, including: 1) Most marketing budgets are increasingly shifting to digital channels, with 72% of companies increasing their digital budgets in 2011 and digital accounting for about 37% of total budgets. 2) Budgets should find the right balance between digital and offline investments as both channels are still relevant. 3) Marketing managers should take a generalist approach while teams of specialists focus on individual digital platforms, and experience is important for digital specialists. 4) When making digital investments, companies should set benchmarks, identify transactional vs open-ended expenses, and invest in tools that provide measurement of performance and success.