Digital marketing is part of your tool box, not an end all marketing piece.
As buyers look for new ways to engage with and purchase their preferred brands, those brands are bringing the sales process to them nonstop through digital and mobile interactions.
Given this push to be present everywhere the buyers are, brands -- to no one's surprise -- are hiking their digital marketing budgets. One estimate is for a 14 percent increase in 2015.
That sounds pricey, but brands are finding this level of increase worthwhile because one of the big advantages with digital marketing is its ability to cost-effectively reach customers across different platforms.