As advertising moves to digital, marketers are working to calculate the optimal allocation of their marketing budgets. It’s not simply to reach all of their targets, it’s also to take advantage of the benefits of each medium to fully realize the marketing investment. This infographic illustrates the key data elements as well as the process that marketers utilize to get it right.
Digital media is fast becoming a favorite with marketers. By 2017, digital advertising is estimated to be worth $171 Billion, accounting for more than a quarter of global advertising spend. This represents a 70% increase from current levels. In the US, ad spend on the Internet overtook all media except broadcast television in 2011.
Capgemini Consulting has released an ebook with complete results, Role of Digital in Media Mix: Understanding Digital Marketing and Getting it Right.