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Behind the Scenes at the Digital Program Shift: Tracking the Source of Digital Investment Increases

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.

Please Note: Extended description available upon request.


IDC Opinion
In This Insight
Situation Overview
Where Is Digital Marketing Spend Increasing?
Digital Versus Traditional Advertising
Behind the Digital Shift in Advertising Spending
Content Marketing
Behind the Digital Shift in Content Marketing Spending
Direct Marketing
Behind the Digital Shift in Direct Marketing Spending
Influencer Marketing (AR, PR, and Social)
Behind the Scenes in the Influencer Marketing Shift
Where Is Traditional Marketing Spend Decreasing?
Sales and Partner Enablement
Behind the Shift in Sales and Partner Enablement
Future Outlook
Digital Growth Will Continue
More Behind-the-Scenes Changes Expected
Learn More
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