July 8, 2009 – A new report by Forrester Research predicts that interactive marketing will account for 21% of all marketing spending by 2015, reaching a very impressive $55 billion.
These new numbers are actually a revision of a previous report released in April that had pegged interactive spending slightly lower. Interactive marketing currently accounts for about 12% of marketing budgets for this year.
Forrester analyst Shar VanBoskirk wrote on Forrester’s blog (via Mediapost), “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…marketers will allocate unused advertising dollars into investments like innovation, research, customer service, customer experiences, and marketing-specific technology and IT staff in order to further marketing’s strategic influence with their companies.”
The report goes on to say that social media marketing has the largest expected growth, which Forrester predicts will rise from $716 million this year to $3.113 billion by 2014.
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