Digital Channels Reported Consuming an Average of 35% of Marketers’ Budgets

In-house marketers surveyed by Econsultancy, in association with Responsys, report spending on average 35% of their total marketing budgets on digital, per a new report [download page]. The survey – of respondents primarily from the UK (46%) and other European countries (19%) – finds that 56% are spending less than 30% of their budgets on digital channels, while 32% are devoting more than half of their budgets to these channels. Notably, though, despite multiple signs that the budget mix increasingly favors digital (see here and here), the overall average of 35% of budgets allocated to digital actually represents a slight drop from 36% last year. (more…)