As digital and traditional media continue to jockey for position, marketers often find themselves in a quandary when it comes to the correct media mix. In fact, three-quarters of marketers aren't confident about it. Only 25 percent of brand marketers think they have the optimal media mix, according to a recent Millward Brown Digital study, as reported by eMarketer.
While over two-thirds of marketers said they had created integrated media strategies, less than half (43 percent) said they were confident of their integration of digital into their marketing strategies.
According to eMarketer, "When asked about the 'best-in-class' media allocation, brand marketers polled by Millward Brown allocated the largest share to website and content development, followed by traditional advertising, with each grabbing just under one-fifth of the total. Digital advertising landed in third, at 14% of time and effort. Social, mobile advertising and apps, and search each grabbed just over 10% share."
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