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Forrester Research: Interactive Marketing Forecast 2009 - 2014

Forrester Research have come out with their forecast for Interactive Marketing for the next 5 years.

The table of contents is very relevant to online marketing:

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

My colleague, Yves has pointed out some of the more salient points here:

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.

Interactive marketing ad spend is still under represented and laggard compared to how much of sample media time is spent online.

You can sign up for a copy of the full report here, courtesy of DemandGen Report. More than ever, your marketing future may depend on it!

Labels: cannabilize traditional marketing, Interactive marketing, marketing spend, online display advertising, search marketing spend

Internet Advertising Passes $1 Billion in Canada

It sounds repetitive but it's worth noting that online advertising has grown substantially again in Canada. This time the report from the Interactive Advertising Bureau of Canada said online advertising spending totaled $1.01 billion for 2006, up a whopping 80% from 2005.

Furthermore, it's expected to grow another 32% in 2007, to $1.4 billion. IAB president Paul Gignac predicts that 'it may only take us another 2-3 years to reach the second billion'.

These findings were confirmed in a separate survey by the Institute of Communications and Advertising and Canada Post. This survey of 270 senior marketing executives reported that Internet advertising will grow at the fastest rate, which they are estimating at 25%. Traditional, albeit much larger, is growing at 5.9% according to them.

The U.S. has similar growth trajectories reporting a 23.1% increase over the same period last year from 'interactive agencies', while traditional down there is growing at 4.2%, according to Advertising Age.

The shift is not a fad, having been the case for the past 5 years, with year after year increases in interactive agency revenues and online advertising. What's more important I think is the following quote:

"Interactive is huge," says Chris Weil, chairman-CEO of Momentum Worldwide, a promotions agency owned by Interpublic Group of Cos, via AdAge.com. "If anybody in marketing is not a big part of interactive, they won't be around much longer."

Labels: Canada Post, IAB, Interactive marketing, online advertising