• Adweek, Friday, July 18, 2008 11:15 AM

In a study conducted by Millward Brown, industry experts said they still see the digital space as an opportunity for marketers despite the economy.

The marketing management study, which polled 252 U.S. CMOs, VPs of marketing and marketing directors and managers, showed that 75% expect spending for new media to increase in the next year. The survey also showed that 75% expected their digital budgets to increase, while only 4% expected them to decrease.
br> "These results show us that not only is digital marketing a global capability that marketers must truly embrace for its effectiveness and ROI, it is also a discipline that fares very well in tougher economic conditions," Mark Hass, CEO of Manning Selvage & Lee, which commissioned the study, said in a statement. "Digital is an advisable investment because of the strong, measurable results it can produce and targeted audiences it can reach, and it's also one of the more economical options. On the other hand, advertising is more expensive."

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