The 2012 Marketing Budget Guide

Where to spend your money

2012 is a big year in terms of trends. Not new trends (although there will be many of those too), but rather trends taking hold of the world around us. Ebooks will take over from paperbacks (already happened on Amazon), streaming will drastically change how we watch TV, and digital will totally dominate print.

The trends are not something that *will happen*, it is something that *has happened*, but many just haven't caught up yet. 2012 is the year where you have to do that.

One of the most important graphs illustrating this change is the one below. The data is from a study from March 2011 from eMarketer. It illustrates the difference between where people spend their time versus where you as a brand spend your marketing budget.

Note: Since this study came out, online has increased even more, while print has declined further.

There is a big problem here. With TV we have a great balance between budget spenditure and consumption. But when you look at newspapers and magazine, you find brands are spending far more money on those channels than is justified. At the same time, brands are under spending on digital channels.

There is a growing disconnect between where brands spend their budget, and where people spend their time.

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