Digital marketing's share of overall marketing budget is on the rise, and expected to increase by 9% this year, according to IT research company Gartner.
This means digital will be growing at a higher rate than overall spending on marketing, which is expected to increase by just 6%.
"Digital’s growing piece of the marketing pie is a reflection of a major shift in consumer buying habits and spending, and the resulting increasing importance companies are placing on the online realm, both in terms of its ability to generate results and in terms of its cost effectiveness."
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