The Advertiser-Agency Gap in Digital Spending Priorities

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Clients and agencies also disagree about their success at measuring ROI

eMarketer, 3/11/11

Clients and agencies also disagree about their success at measuring ROI

There’s no question that the vast majority of marketers are shifting more spending to digital, and a combination of tried-and-true tactics with newer online options will benefit from increasing budgets. But advertisers and their agencies are not yet on the same page when it comes to the details of many of those changes.

According to a report on 2011 marketing budgets from Econsultancy and SAS, agencies worldwide are more eager than their clients to increase spending on newer digital marketing tactics, while advertisers show a greater interest in upping budgets for the time-tested. For example, agencies were 13 percentage points more likely than advertisers to say their clients would be increasing mobile marketing spending. Advertisers were out in front of their agencies with reports of spending increases for email marketing, corporate websites, paid search and display ads.

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