Interactive Marketing to Hit $55B in Five Years July 9, 2009

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Industry News via DM News….

Interactive marketing will hit $55 billion and represent 21% of all marketing spending by 2014, as marketers continue to shift dollars from away from traditional media and toward search marketing, display advertising, e-mail marketing, social media and mobile marketing, according to Forrester Research.

In the US Interactive Marketing Forecast, 2009 to 2014, released July 8, Forrester found that marketers faced with budget cuts and the need for immediate sales in recessionary times turn towards interactive tools that are less expensive, more measurable, and better for direct response than traditional media.

“In today’s economic climate, marketers are shifting dollars downstream, so they are much more focused on tools that drive immediate response and sales,” said report author Shar VanBoskirk, VP and principal analyst at

Sixty percent of marketers surveyed indicated they would increase budget for interactive by shifting money away from traditional marketing. Unfortunately for direct marketers, the direct mail budget was cited more than any other traditional medium as the place to cut.

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