Category: Digital Marketing-Landscape and Emerging Areas

To calculate the overall size of global digital marketing business and its growth pattern, we will need to size the global marketing spend across key categories like advertising, marketing services, ad agency/marketing BPO fees, data/intelligence, and software/technology. This would help us clarify the difference between impression and non-impression-based spends. Figure 10.1 shows data picked up from…

With digital marketing growing in size and operations globally, we will start the discussion with an analysis of the global spend buckets for overall marketing activities by category and narrow it down further according to digital ad-spend format. In this first part of the chapter, we will gain an understanding of the global digital marketing…