​Companies save money when they transition from traditional to web marketing, allowing them to invest more in online channels.

​Brafton recently reported on a new Econsultancy ​ information that predicted 39 percent of surveyed companies will increase their digital marketing spend in 2013 at the expense of other channels. In many instances, traditional avenues would take the biggest hits, as organizations restructured their internet marketing tactics to include content writing, video marketing and social media strategies. But how much truth is in one report? For those on the fence about investing marketing dollars on the web, yet another report has surfaced that proves competitive companies are turning toward online content.

Where are brands finding money to invest in digital channels?

41 percent of surveyed businesses indicated they save money by replacing traditional tactics with digital practices, and this funds further online investments.

A new report from Gartner supports Econsultancy’s prediction, showing that businesses have saved significant amounts of money transitioning their marketing to the web, allowing brands to invest even more resource toward various new-media channels. According to Gartner, 41 percent of surveyed businesses indicated they save money by replacing traditional tactics with digital practices, and this funds further online investments. Twenty-eight percent of brands said they decrease traditional marketing spend to free up room for digital programs.

How much will various industries put toward internet marketing programs?

Gartner also noted that companies spent 10.4 percent of their revenues on marketing activities last year, of which 2.5 percent went to digital media. The source has discovered that the average budget will dedicate 6 percent of funds to online avenues​ this year​, but some industries will invest much more. For example, media enterprises will funnel up to 10 percent of overall marketing spend toward digital initiatives. Retail (7 percent), financial services (6 percent), healthcare (5 percent), high tech (4 percent) and manufacturing (4 percent) sectors will invest more in online media, but at a slightly slower pace.

Why content deserves a significant percentage of the average marketing budget

Business owners investing in internet marketing channels must look down every avenue, explore all options and take calculated risks that show rewards. Content marketing has become an established practice across the globe, earning brands’ attention in North America, the U.K. and Australia, just to note a few high-traffic markets. Gartner found that content creation and management garners the second biggest share of digital marketing budgets (11.6 percent), closely following digital ads (12.5 percent). Many of the other leading investment areas – email, social media, blogs, video – also depend on quality content.

A well-crafted content marketing strategy gives companies the chance to produce media for their ideal customers, and host information in such a way that internet users happen upon content organically across the web.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.