How to Set Digital Media Budgets
Mark Renshaw, Leo Burnett/ARC Worldwide
Whether I'm presenting at a conference, attending an industry event or speaking with a prospective client, I get the sense many people are unsure about their digital media allocation. Even those who believe they are progressive in their thinking wonder if they have got it right. According to Gunderson Partners, a management consulting and executive firm, 45 per cent of marketers spend less than 10 per cent of their budgets on new and emerging media. A little more of than half of marketers think they should be spending...