Many marketers are seeing a shift in budget allocation within their organization, from traditional IT to marketing and advertising - all because of digital.
Those are the findings from a recent study from Cowen and Company, conducted by Qualtrics, which surveyed US senior marketers in September and October.
A majority of respondents said that, because of digital, they see a shift in dollars being reallocated from IT budgets—which come from the traditional CIO's office—to marketing and advertising budgets, overseen by CMOs. Of that group, 43% said that shift was accelerating.
Digital isn't the only thing driving marketing tech investment. Over the past year, more marketers have invested in the technology by adding to their existing marketing tech stack.
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