More than half of marketers, 56%, have turned their focus away from print advertising in the past 12 months
According to research by agency Marketing Signals, the top reason for this is the increased data companies have over their ad spend,
with results being much more measurable
Some 64% said transparency over ROI was their main reason for moving the majority of their ad spend over to digital. Similarly, 62% of respondents said the increase in conversions, compared to traditional advertising methods, was a major reason why they shifted their budget.
55% of companies said the ability to reach a more targeted audience was why they preferred digital advertising, as well as lower investment. Citing other reasons for a move to digital, 37% said actively using social media as a tool to
acquire new customers was their primary driver
, while 24% cited flexibility and the ability to change tactics and strategy mid-campaign.
Gareth Hoyle, MD at Marketing Signals, said: “It’s fantastic to see that in 2019, more companies than ever have become fully on board with the digital age…it’s really interesting to see some of the reasons behind the upscaled shift in budgets being researched and published.”