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The digital trend is not a trend anymore, nor has it been for a long time. It was a trend back in 2004.
Where should you focus your marketing energy? That question used to pretty simple: place ads in a magazine, send out press releases to newspapers, and set aside a small budget on website design.
This is pretty much how the majority of companies have been spending their time and budgets for the past 10 years-and many still do. Most studies on the marketing expenditure show that digital is some secondary thing. A report from eConsultancy on Marketing Budgets in 2010 showed that only 25% of the marketing budget is focused on digital channels. The number is up from a mere 20% in 2009, and it is likely to be around 30-32% in 2011.
It is going in the right direction, but far too slowly. Marketers need to face the new realities of media.
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Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé
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