Research carried out by the InsightsOne

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Content creation and digital advertising represent the largest share of the budget Just as marketing has moved online, the way companies promote themselves has also evolved. Online advertising still represents the largest share of overall online marketing (12.5%) but content creation and management (11.6% of the budget) is growing very rapidly and is expected to surpass, in the short term, the advertising budget. The emphasis on content creation is a reaction to growing skepticism about advertising.

The following table shows the data from company which found that the vast majority of adults in the United States are increasingly annoyed by advertising, both Job Function Email List online and offline. Whether investing in traditional or digital marketing, companies are becoming aware that the most effective way to engage their audience is to provide useful information that solves problems or answers their questions. This information (content) can take many forms, from ebooks nd white papers, videos, infographics, webinars and more.



Companies are also budgeting for marketing hardware and software In addition to the budget for online promotion, most companies (around two thirds) have defined a budget for the purchase of marketing hardware and software, partly financed by the savings obtained by reallocating resources in favor of digital. What types of investments were financed? In addition to hardware (servers, storage and computers), many companies are investing in the purchase.