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Interactive Marketing To Grow 11% To $25.6 Billion in 2009

Posted by TeamITI on May 11, 2009

interactiveForrester Research predicts that interactive marketing spending will hit $25.6 billion this year — up 11% from $23.1 billion in 2008, despite being flat, as marketers shift money from traditional media to digital channels.

That total, which also includes search, email, social media and mobile marketing dollars, is expected to more than double to nearly $55 billion by 2014. “This growth is due to marketers seeking lower cost, more accountable channels which are also widely used by their customers,” wrote Forrester analyst Shar Van Boskirk, in a blog post previewing the firm’s interactive spending forecast due out in June.

A recent Forrester survey of more than 200 marketers found that 60% planned to increase interactive budgets by pulling back spending on traditional outlets. The biggest victim of the trend will be direct mail, which stands to be slashed by 40%. Print will not fare much better, with spending on newspapers expected to be cut by 35%, and magazines by 28%.

Read entire article here.


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