Forrester Research: Interactive Marketing Forecast 2009 – 2014
The folks at Forrester Research have updated their Interactive Marketing Forecast out to 2014. 
The table of contents has some predictable headlines:
- Interactive Will Cannibalize Traditional Media
- Interactive Marketing Spend Will Near $55 Billion By 2014
- Search Marketing Still Leads Interactive Spend
- Display Advertising Rebounds
- Email Marketing Continues Healthy Growth
- Social Media Fixes Itself In The Interactive Mix
- Mobile Marketing Matters – Post Recession
- WHAT IT MEANS – Interactive Trends Will Redefine Your Business
It’s a very good read, and a few points jumped out for me.
When faced with budget cuts or the need for immediate sales, these marketers find that interactive tools are less expensive, more measurable, and better for direct response than traditional media.
Empowered consumers today expect a customized, interactive brand experience that goes way beyond a 30-second television spot or two-dimensional print ad. Forty-two percent of online adults and 55% of online youth want to engage with their favorite brands through social applications.
And last, even laggard industries feel that they have enough experience and data to prove interactive marketing’s worth. Online display spending by telecom companies in Q1 2009 grew 50% over Q1 2008.
What was also interesting was the the potential for more growth; interactive marketing ad spend is still under represented and laggard compared to how much of sample media time is spend online.
You can sign up for a copy of the full report here, courtesy of DemandGen Report. Check it out. Your marketing future may depend on it!
