After diving into their current marketing strategy, Rachel has come to suspect that her predecessor had been placing too much of an emphasis on advertising through traditional media. Growing up in a younger generation, Rachel has witnessed, first hand, the growing trend in both digital and mobile media. For the first time in the history of the internet, time spent on digital media is surpassing the time spent in traditional media (TV, Radio, Newspaper) at 6 hours per day.
Some marketers are catching up, but most are still a bit behind. Digital spending has been increasing by double digits year-over-year since 2012, but still falls quite short; as a whole, it has reached $72 Billion, which is still only 32% of the overall budget. Falling well below the current average, Rachel knows that as they consider their own budget, a much larger portion will need to be dedicated to digital.