'Digital marketing' to become just 'marketing' in 2013

Munchbach advises marketers to use surplus budget at the end of the fiscal year or tie funding for new projects to positive business results to ensure their companies commit funding to innovation projects.

The research company forecasts that digital budgets will become 20 per cent of the total, accounting for about $50bn (£31bn) worldwide.

It predicts the momentum of digital disruption will continue to grow across all verticals in 2013 – such as healthcare providers being challenged by personal tracking devices, broadcasters threatened by the likes of YouTube and banking platforms competing with new services such as Square.

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