“Interactive will cannibalize traditional media” - Forrester Research, US Interactive Marketing Forecast, 2009 to 2014
Forrester Research provides some interesting data on the mindset of marketers in the current economic climate. Marketers are looking for ways to generate more sales with less budget, and are investing in online activities to achieve this goal. There isn’t a mass exodus of traditional media spend, however online activities increase as marketers become more sophisticated and efficient.
Social media, online video, search engine optimization, and mobile marketing are the top four interactive marketing tactics that marketers think will increase in effectiveness in the next three years according to the Forrester’s research survey. Technologies, compatibility, distribution, and engagement models for these tactics are constantly evolving. It is imperative that marketers evolve with the technologies involved and behaviors or their customers.
It is more important today than it has ever been to work with a company that understands both the traditional marketing benefits and how to deliver on the online promise of customer engagement and ROI measurement. Find a long-term partner, agency, or team that will take advantage of emerging media, but not at the expense of growing your business.
