The top marketing prediction for 2017 is that marketers will increase their digital spending across the board.
Deloitte has been tracking consumer digital behavior and how it relates to purchases for over 3 years and they concluded that "The digital behaviors and expectations of consumers are evolving faster than retailers are delivering on those expectations." Deloitte further stated that "U.S. retailers must continue to quickly address the gap between their current digital offerings and growing consumer expectations."
Many businesses are starting to recognize that consumers have changed their habits, and that their business must spend more resources in digital. However, many of those same businesses are unsure of where and how to invest in digital to align their business to their customer's behavior.