Interactive marketing will hit $55 billion by 2014, representing 21% of all marketing spending. According to Forrester Research, marketers continue to shift dollars away from traditional media towards search marketing, display advertising, e-mail marketing, social media and mobile marketing. As marketers are faced with budget cuts and the need for immediate sales, they turn towards interactive marketing that is less expensive, more measurable and better for direct responses than traditional media.
Search marketing is definitely the leader in interactive tactics, with spending expected to total $15.4 billion or 59% of total interactive spending this year. This should come as no surprise since search provides such great direct response value and is an extremely cost effective way to drive sales.
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