To infinity … and beyond!
… or at least to 2012. Yesterday, Forrester Research reported that U.S. interactive marketing spending will reach $61 billion by 2012. This will be 18% of all marketing spend. You heard me.
The report has slated search, display advertising, email, online video ads, social media and mobile marketing for substantial growth in the next five years.
(However, we still have a way to go — the three above links all go to Wikipedia articles that “are in need of attention from an expert” — yeah, YOU.)
So will “all marketing will become interactive”? According to these key takeaways, Forrester says yes:
- Interactive won’t be a separate channel within the marketing organization — all marketers will get back together and regroup by customer type or business objectives.
- Channel optimization will be fast and flexible, based on changing consumer behaviors.
- The marketing boss (think CMO) will rise up from interactive. Why? Because they’ve already been focused on the customer, measurability and cost-effective strategies.
- A big chunk of change will be “expected and accepted” for interactive strategies.
This is good news people. Really good news. I think my parents will finally be able to understand exactly what it is that I do all day.
October 16th, 2007 at 2:05 pm
So of the 6 areas listed, slated search, display advertising, email, online video ads, social media and mobile marketing, which do all of you think will grow the most in Minnesota. My money is on local social media.
October 17th, 2007 at 7:20 am
Hmmm. That’s a great question, John. I guess it depends on which factors you’re considering when looking at growth.
If you’re looking at the companies located here, at least one Minnesota company is labeled as “vanguard” in the Forrester report: Best Buy.
The Forrester report classifies vanguards as having “aggressiveness toward technology adoption and the belief that the benefits of early arrival are worth the challenges of trialing untested media.”
So maybe your guess about social media is dead on? Anyone else?
February 7th, 2008 at 12:10 pm
Yes, I think this report has a great finger on the pulse of the industry and really addresses what all of us marketing mavens think of as the ‘hot buttons’ of today – and the best uses of these for tomorrow.
Shar VanBoskirk of Forrester (the study author) is teaming up with the AMA and IMPAQT (my company) to present present her findings in the Forrester Research report “The US Interactive Marketing Forecast: 2007 to 2012,” which will touch on similar topics like video, social media, mobile search, and more. I’ve seen her speak in person and it’s VERY interesting stuff! You can actually register here if interested:
And, the report (a 775 value is free for download after). It’s definitely worth it, so let other marketing maniacs like ourselves know
Hey, maybe now my parents will stop asking me if I work at Google