Here’s an interesting report on what advertisers think is going to happen in digital marketing in 2011 as compared to what agencies think.
The first point this chart makes is that in 2011 most everyone agrees there will be an increase in spending on digital marketing. The only substantial predicted decline is in Display, where agencies see a 32% decline while advertisers predict only a 12% decline.
Agencies seem to be more interested in Mobile than advertisers, as they should be. A recent report claims that 25% of all new car buyers used a mobile device to research their new car purchase. That’s a big percentage of people researching a big ticket item, agencies should be paying attention and leading their clients in that direction.
Digital marketing is still in a state of flux as new tools continue to come online, so the fact that agencies are thinking one way and advertisers another is understandable and probably healthy for the industry. In the old days predictions of increased spending were generally based on the economy, not on new mediums. This is a lot more interesting.