Firms ‘fail to realise digital spend value’

The percentage of marketing budgets allocated to digital spend by South African companies is increasing, but is still lagging global counterparts in many markets, a study by eMarketer has shown. Amorphous CEO Grant Shippey said many South African companies had failed to recognise the importance of a strong digital presence. In SA, companies spent only 2% of their budgets on digital marketing, with 63% on broadcast and 30% on print mediums.