Forrester Research predicts that interactive marketing in the United States will near $55 billion and represent 21 percent of all marketing spend by 2014 (click on image for larger view).
Search marketing, display advertising, email marketing, social media, and mobile marketing are the categories that will benefit.
More significantly however, overall advertising in traditional media will continue to decline in favor of less expensive, more effective interactive tools and services. With dollars moving out of traditional media toward less expensive and more efficient interactive tools, marketers will actually need less money to accomplish their current advertising goals.
The majority of current online budgets appear to be earmarked for search marketing, even though the search landscape is rapidly evolving to include real-time updates and also social, community and micro networks.
Mobile marketing spending will grow at a 27 percent rate over the next five years, reaching $1,274 million in 2014.
Social media marketing will increase to $3,113 million in 2014 from $716 million in 2009, with a 34 percent growth rate.
Owned social media assets (like internal blogs, community sites) are really the only emerging media getting traction in today's economic climate, Forrester says.
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