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In June 2020, social media spending surged to 23% of marketing budgets when the pandemic forced consumers to stay home and marketers pivoted to digital channels for outreach. A new,
heightened focus on social media accelerated the digitization of marketing so that by 2022, fully 57% of spending was dedicated to digital marketing. The recent adoption of new marketing
technology (Martech) to automate processes and the use of AI to generate content have driven digitization further into business models.
