Interactive marketing spend in the US will grow to $61.3 billion in 2012, from $18.4 billion in 2007 – a compound annual growth rate (CAGR) of 27%, Forrester Research forecast in a report issued this week. Interactive’s share of total ad spend is forecast to increase from 8% in 2007 to 18% in 2012.
The increases will be “driven by marketers who will leverage a distribution of channels rather than pour new spends into a single place,” projects the report. “This maturing perspective on interactive channels coupled with technology advances will lead to a customer-centric future in which interactive technologies actually infuse all marketing efforts,” according to the report.
“As firms continue to make customer centricity a higher priority, they will recognize that maintaining separate marketing teams to manage different sets of channels that all target the same customers makes no sense,” said Forrester Principal Analyst Shar VanBoskirk.
Among the top interactive marketing vehicles – search, display ads and email – spending on email is expected to be surpassed by online video and emerging channels within the forecast period.
Also according to Forrester’s forecast:
About the study: For its “US Interactive Marketing Forecast, 2007 to 2012” report, Forrester conducted an online survey of 344 interactive marketers as well as in-depth interviews with 25 vendors, media companies, and marketers, including Google, MSN, CBS, MySpace, and Facebook.
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