Digital marketers will focus their energies and their cash on branding rather than direct-response campaigns in 2012, according to a Vizu report. Marketers will devote about 60% of their online budgets to brand-building campaigns, with nearly two-thirds saying they will spend more on online branding and 3 in 5 saying they will take money away from direct-response campaigns to pay for more branding efforts. "Brand advertising is becoming a bigger and bigger part of the digital experience," said Jeff Smith, chief marketing officer at Vizu.

Related Summaries