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Forrester Interactive Marketing Forecast 2011 to 2016

Forrester Interactive Marketing Forecast 2011 to 2016

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Published by: adnank_1 on Nov 28, 2011
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11/28/2011

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Making Leaders Successul Every Day
August 24, 2011
US Iteative Maketig Feast,2011 T2016
b Sa VaBskik  Iteative Maketig Pessias
 
© 2011 Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, TechRankings, and Total Economic Impact are trademarks o Forrester Research, Inc. All other trademarks are the property o their respective owners. Reproduction or sharing o thiscontent in any orm without prior written permission is strictly prohibited. To purchase reprints o this document, please email clientsupport@orrester.com. For additional reproduction and usage inormation, see Forrester’s Citation Policy located at www.orrester.com. Inormation isbased on best available resources. Opinions refect judgment at the time and are subject to change.
F Iteative Maketig Pessias
ExEcUTIVE SUMMAry
By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on televisiontoday. Search marketing, display advertising, mobile marketing, email marketing, and social media willgrow to 35% o all advertising spend as they are embedded in the marketing mix. We expect this growthto help rms become adaptive, kill o daily deals, re-emphasize marketing’s “p’s,” and turn consumerelectronics into audience-targeting tools.
 TABlE oF conTEnTS
Iterative Embeds Itse I The Mi
Sea’s Sae SiksDispa Advetisig raies Tis yea, Mbie ovetakes Emai Ad SiaEmai cets Evetig I Te MiSia Media Gs Mdeate
rEcoMMEnDATIonS
Hep Yor Orgaiatio Adapt
whAT IT MEAnS
Iterative Growth Wi Ispire EstabishedPratiesSppemeta Materia
noTES & rESoUrcES
Feste duted a quatitative suve itmaketes. we as itevieed si ved aduse mpaies, iudig IBM, Meke, Prnesie, STIhl, Te Jes Gup, ad ZetaIteative.
Reated Researh Domets
August 24, 2011
US Iteative Maketig Feast, 2011 T 2016
Sped wi nea $77 Bii As Iteative Gais legitima I Te Mi
by Shar VaBoskirk 
it cistie Spive oveb ad Saa Takvia
2131415
 
©2011, Feste resea, I. repduti PibitedAugust 24, 2011
US Iteative Maketig Feast, 2011 T 2016 
F Iteative Maketig Pessias
2
InTERAcTIVE EMBEDS ITSElf In THE MIx
Te next digital decade is here. By 2016, advertisers will spend as much on interactive marketingas they do on television advertising today. Investment in search marketing, display advertising,email marketing, mobile marketing, and social media will near $77 billion and represent 35% o all advertising, as interactive channels gain legitimacy in the marketing mix (see Figure 1).
1
Teollowing actors will enable this growth over the next ve years:
·
Bigger interactive teams.
Marketers have more interactive sta now than they did in 2009.
2
 Tis doesn’t automatically mean more mature interactive programs or increased budgets.
3
Butit usually allows or program expansion. One nancial services rm we talked with grew itsinteractive team rom 18 to 70 people in three years. Now it is a top advertiser on many display networks, has tripled its email marketing volume, and has a social PR eort under way.
·
Excitement about emerging media.
Marketers buy into mobile, social, or online video morenow than when the recession orced them to stick with standby interactive tools like email orsearch.
4
Revenues rom PR Newswire’s multimedia products are up 22% this year, compared to2009 when they were down 3%. And Intuit has a group dedicated to transorming cutting-edgetechnologies like Kinect into mainstream marketing options.
·
Interactive marketing eectiveness.
Marketers will invest more in interactive channels becausethey believe they will generate better results over time (see Figure 2). David Schwartz, marketingmanager or power tool manuacturer SIHL Limited, explains, “People will spend on programsthat show measureable returns. And you can measure anything through digital.
·
Customer obsession.
Firms looking to dierentiate in the age o the customer will invest tocreate customized experiences across their customers’ preerred touchpoints (see Figure 3).
5
 Tis will augment existing online media eorts and inspire development or new platorms likesmartphones and tablets. Forrester projects that by 2015 smartphone adoption will grow 150%,and 82 million consumers will own a tablet.
6

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