Epsilon: Ad budgets shrinking, but still going digital

Marketers may be spending less in general, but a new report from Epsilon finds that more ad dollars are still going digital. According to their recent survey about 65% of Chief Marketing Officers surveyed said they are decreasing advertising spending but still plan to spend more in the digital/interactive segment in the next year.

by Kristina Knight

The marketing executives surveyed report that more money is headed online because of the targeting abilities available and because they can make fast changes to campaigns depending on how consumers are reacting to the campaign.

"Marketers are seeking accountability and measurable results," said Mike Iaccarino, Epsilon CEO. "Data driven marketing is an increasingly important component of corporate marketing campaigns as senior marketers employ sophisticated segmentation strategies to recruit and retain customers."

Social networks is likely to be the most sought after area because of the number of consumers logging on to create social profiles each day. Blogs are also expected to be a huge marketing area for brands because, with the right targeting, a highly-trafficked blog can have as big an impact on a campaign as advertising on a local newspaper website.

This means the online marketing world will become a tighter segment in which to market but with the right targeting and the right approach, marketers should still be able to engage consumers.