Wednesday, July 08, 2009

Interactive Outlook: 21% of Marketing Spend

MediaPost's Online Media Daily has a solid article on the latest interactive outlook from Forrester Research. Net net interactive spending will continue to take a larger piece of the marketing budget pie.

Forrester analyst Shar VanBoskirk posted this on the company's blog, "With dollars moving out of traditional media toward less expensive and more efficient interactive tools, marketers will actually need less money to accomplish their current advertising goals. But reasonable marketers won't relinquish budget because their programs are running too efficiently."

Interesting folks seem to consistently say interactive tools are less expensive. I’m not really sure this is true. Next generation tools like marketing automation systems and content management systems come with both out-of-pocket and labor costs. Don’t get me wrong, they are worth it but they are not always “less expensive” if are trying to be best-in-class in marketing.

Forrester Revises Interactive Outlook, Will Account For 21% Of Marketing By 2014

by Joe Mandese

Interactive marketing expenditures will reach $55 billion by 2015, accounting for 21% of all marketing spending, according to a new forecast released this morning by Forrester Research. The absolute dollar expenditures are essentially the same as one the research firm released in April, but it has revised interactive marketing's share of total advertising spending, reflecting the downward shift in expenditures for other media since then. Based on Forrester's new outlook, interactive's share of total marketing budgets will rise nine percentage points from its estimate of 12% this year. ... Read the whole story > >

Source: MediaPost's Online Media Daily

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