InsightIQ Blog

Interactive Marketing Spend

Sep 10 2009

Forrester recently released the five year forecast for the interactive marketing spend. The interesting trends from the report reflect the changing investment in interactive marketing.

Search marketing continues to lead the interactive marketing spend (~60%) and social media and mobile are fast emerging as viable media channels and are expected to grow at an annual rate of 25-30%. Another interesting trend is the re-allocation of investment from traditional display advertising towards email and search channels. This is mostly due to the current economic climate as marketers are forced to justify the marketing spend and search and email channels have the highest ROI among the digital media channels.

According Direct Marketing Association research email marketing generated an ROI of $48.34 for every dollar spent on it in 2007. The expected figure for 2008 is $45.06, and the forecast for 2009 is $43.52. Email marketing outperforms all the other direct marketing channels.

In my next two blogs, I will focus on the best practices for email marketing and how marketers can improve their ROI using email marketing and trends in social media marketing and how twitter is becoming an increasingly popular choice for social media marketers.

This article is filed under: