Budgets lag interest in digital marketing: CMA, Marketing study

http://www.marketingmag.ca/english/news/media/article.jsp?content=20081028_175104_22104

Senior managers are very interested in digital marketing even if they aren’t committing much of their budget toward it, reports a new study conducted by Ipsos Reid for the Canadian Marketing Association, released in advance of the CMA and Marketing’s Digital Marketing Conference this week.

The research revealed that marketers are broadening their priorities from traditional, mass vehicles, like television, to include more targeted Internet and digital marketing tactics.

While digital currently accounts for only 8% of total marketing spend, almost two thirds (65%) of the marketers surveyed strongly agreed that their “senior management is very interested in digital marketing,” and 39% expect spending on TV to decrease over the next two years.