The trend is obvious (i.e. more ad spending is being directed to digital marketing, with 77% of respondents in 2015 saying they plan to increase their digital marketing budgets, versus 1% who plan to decrease them).....
Q: What best describes your plans for your digital marketing budget in 2015?
...but the drivers behind the trend are less obvious. For example, there seems to be a real lack of talent/knowledge (termed "staff" below) to carry out digital marketing, and this is becoming a bigger problem. I had thought that more people are becoming skilled in digital, which should have alleviated the problem. Importantly, though, it looks like companies' cultures are becoming more open toward digital marketing. A big win!
Q: What is preventing your company from investing more money in digital marketing?
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