Q: In a world that has a continuing emphasis on growth digitally, why would a company choose to only allocate around 20% of their marketing budget towards digital media? Where are the other major areas that the budget is being allocated?
A: It's hard to say for sure, but I suspect a variety of reasons. One, some companies might be slow to change because large organizations are naturally slow. A small company and quickly shift most of their advertising budget to digital, but for that to happen with a large company there has to be a culture shift.