According to a recent Forrester Research study, by 2016 advertisers will spend $ 75 billion on interactive marketing-as much as they spend on television today.Search marketing, display advertising, mobile marketing, email marketing and social media will grow to 35% of all advertising spend, as they become part of an integrated marketing mix. Search advertising which has the largest share of interactive marketing budgets will reduce as more marketing dollars are directed towards mobile and social networks as users rely more on non-PC devices and non-traditional search engines as Youtube abd Facebook for the information discovery phase of the buying process. The proliferation of tablets and smartphones will continue, combined with the development of better online ad management tools that will provide a more accurate and easier way to calculate the ROI for interactive marketing. This trend along with the growth of mobile commerce generated content and location based marketing will engender marketers to create more targeted and relevant mobile ads, instead of merely repurposing online ads into mobile search and display.The need to gain a comprehensive view of your customer across multiple and customer-preferred touchpoints will become paramount. As client expectations increase and customers in general become more demanding, companies that invest in : "customer listening" technologies will benefit. All this bodes well for the exciting and growing field of internet marketing. Allaying concerns of privacy, security and improving usability aided with favorable governemental regulations will provide a conducive environment for this sector to continue to flourish. Exciting times ahead !
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