In “Digital is reshaping the world of advertising,” Shannon Bond of the Financial Times writes about the reasons and ways companies are amping up their digital marketing campaigns. Bond notes that market research group IDC “predicts chief marketing officers will boost the amount they spend on marketing technology to $32.4bn in 2018 from $20.2bn in 2014.” The fact that consumers have greater access to more media on more devices than ever before allows advertisers to tap user data to target their messages precisely to the right people at the right time.
