Reactive digital strategies will be left behind in 2013 as 80% of Australian marketers claim digital will account for up to half of their budget this year, a report found.
More than two-thirds of marketers said they plan to integrate digital into campaigns, according to The Econsultancy Report: State of Digital marketing in Australia.
Furthermore, 68% of companies said they plan to give their digital budget a boost this year.
Email is the most popular digital channel according to the report which found that 91% of marketers will use the direct channel.
Search engine optimisation was signalled out by 77% of respondents but only 39% said they would use mobile marketing.
However, 74% said mobile applications will most likely be the focus in 2013.
Mobile emails and mobile ads are the channels most likely to be used on smartphones this year with QR codes currently used by 54%.
With the increased digital budget comes the expectation of more measurement with 94% of marketers believing their activity to be more measurable during 2013.
More than half (54%) said they plan to invest in analytic tools and 52% currently measure customer satisfaction through methods such as the Net Promoter Score.
For more, see the Exact Target infographic below.