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Digital Marketing budgets 2016: metrics and challenges?

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Enhance your marketing strategy as an engine for growth, unlock revenue, gain dynamic market share, build stronger brands and secure your own personal success as a marketing leader. Some 85% of global marketing plan to increase their digital marketing spend in 2015, according to a recent report. More than 38% of marketers plan to spend more on digital advertising than traditional advertising in this year. Also with more B2C marketers (42%) are planning to move spend on digital than B2B marketers (34%).



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Marketers are planning to designate more on social media advertising, social media marketing, social media engagement, location based mobile tracking, and mobile applications. Marketing professionals are 50% more likely than consumers to like a brand on Facebook, 400% more likely to follow brands on Twitter, 100% more likely to make a purchase as a result of seeing something on Facebook, and 150% more likely to make a purchase as a result of a tweet, 2015.



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In digital marketing USA mobile search ads will be $12.85 billion in 2015, over 50% of the search market. With increased use of smart phones and tablets, net US mobile advertising is projected to increase to $28.48 billion in 2015. Google influence with 35.17% of net US mobile ad revenue share. Facebook is second with 16.68% of net US mobile ad revenue share in 2015. Advertisers want to allocate more money to digital brand advertising, but they remain suspicious about the quality of metrics they are receiving. Despite this, nearly 70 percent of those surveyed in a recent Chief Marketing Officer (CMO) Council study say they increased their brand advertising spend last year, an increase of 15 per cent in 2013 according to a new study by the CMO Council. To overcome the expectations gap between buyers and sellers, marketing want better collaboration with everyone involved in the campaign, real time optimization around the right metrics and for media owners to guarantee a minimum level of reach against the deliberate audience. In 2015, Search Engine Marketing (SEM) will continue to capture the largest share of online spend at 47%, or about 14% of the firm’s total marketing budget 2014.



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