Trends Report

2015: The Year Of The Big Digital Shift

B2C Marketers Boost Digital Budgets Despite Lingering Knowledge Gaps

April 8th, 2015
Jim Nail, null
Jim Nail
With contributors:
Luca Paderni , Mike Carpenter


A recovering economy is fueling increases in marketing budgets, while shifting consumer behaviors — particularly the embrace of digital and mobile tools — feed these increases into the digital marketing budget. Further, B2C marketers believe that digital will drive future growth and have come to realize that the distinction between digital and traditional media is no longer relevant. But this confident, bullish outlook masks lingering uncertainty: Respondents to the Forrester/DMN Q4 2014 North American Digital Marketing Online Survey stated that they aren't entirely sure what works in digital, and their answers reveal gaps in strategy, execution, skills, and technology. B2C marketing leaders who need to maximize the effectiveness of their digital budgets should read this report to identify gaps they must fill to move beyond experimenting with digital and ensure that this investment delivers the business outcomes their brand needs.

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