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More than half of B2C marketers plan to increase their digital advertising budgets in 2014. And two-thirds of B2B marketers indicated that they will decrease spending on traditional advertising outlets in 2014 in favor of digital channels. These reallocations are fueled by exceeding expectations of online marketing efforts in driving revenue results.
For digital marketers, budget allocation is generally both a long-term, annual exercise as well as an ongoing task to ensure that the budget is always being spent optimally. Throughout the process, careful goal-setting and accurate forecasting are critical to success.
At the end of the day, budget planning is easy, but getting it right is hard. Download this Kenshoo Guide to get on the right path toward smarter and more effective budget planning.