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Strategic insights
The 2012 Marketing Budget Guide

You need a boost. You need to bring people in. You need to create awareness. And the awareness campaign should be directed towards the channels where people can connect with you.



Written by on November 3, 2011

Many companies are planning their 2012 budgets - you may be one of the them. The question, of course, is what should you spend your money on?

This guide will help you make the right decisions. We will look at where you should spend your money in 2012, and how you should spend it.

Where to spend your money

2012 is a big year in terms of trends. Not new trends (although there will be many of those too), but rather trends taking hold of the world around us. Ebooks will take over from paperbacks (already happened on Amazon), streaming will drastically change how we watch TV, and digital will totally dominate print.

The trends are not something that *will happen*, it is something that *has happened*, but many just haven't caught up yet. 2012 is the year where you have to do that.

One of the most important graphs illustrating this change is the one below. The data is from a study from March 2011 from eMarketer. It illustrates the difference between where people spend their time versus where you as a brand spend your marketing budget.

Note: Since this study came out, online has increased even more, while print has declined further.

There is a big problem here. With TV we have a great balance between budget spenditure and consumption. But when you look at newspapers and magazine, you find brands are spending far more money on those channels than is justified. At the same time, brands are under spending on digital channels.

There is a growing disconnect between where brands spend their budget, and where people spend their time.

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Thomas Baekdal

Thomas Baekdal

Founder of Baekdal, author, writer, strategic consultant, and new media advocate.


Check out my book: THE SHIFT - from print to digital and beyond? Free for Baekdal Plus subscribers, $8.79 on Amazon.

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