Behind the Scenes at the Digital Program Shift: Tracking the Source of Digital Investment IncreasesThis IDC Insight sheds light onto the issue of what is funding the rapid growth in digital marketing? Since 2009, the percentage of the tech marketing program budget dedicated to digital offerings has increased from 13% to 37%. Where is this money going? Just as importantly, where is it coming from? Leveraging work from IDC's past seven Tech Marketing Benchmark Surveys and discussions with industry leading practitioners, this Insight answers these questions as well as provides guidance on what is next in digital marketing.
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