The ongoing lurch toward a digital world seems to be accelerating. More than six out of 10 CMOs and senior marketing professionals in the U.S. said that digital tactics accounted for more than one-quarter of their agency marketing, according to a July 2008 study by Zoomerang for Sapient (per eMarketer). Nearly one-half (45%) of those surveyed had either switched agencies or planned to switch during the next 12 months to gain access to more digital expertise. The study took the pulse of fewer than 100 respondents and focused on marketing activity, not marketing spending, but it still offers a snapshot of where marketing is headed.
