Digital and Interactive Marketing Spend Increasing

Forrester has recently released it’s projections on where B2B marketing spend will increase over the next 4 years.  And the news is good for all of us online marketers — interactive channels will definitely be on the rise. Forrester had originally reported bigger increases in this space and has lowered those projections, however, the projections are still very positive– and particularly in some areas.

According to MarketingProfs, Forrester Research’s US Interactive Marketing Forecast by Industry, 2011 to 2016, is forecasting the following:

• B2B interactive marketing (search marketing, display advertising, mobile marketing, email marketing, and social media) spending is expected to grow at a 14.4% CAGR, to 5.7 billion in 2016. Despite the relatively low growth, B2B is projected to boost mobile marketing investments, from $129 million in 2011, to $639 million in 2016—a 38% CAGR over the next five years. 
• Financial Services is forecast to spend the most on interactive marketing, growing at a 17.0% CAGR over the next five years, to $15.0 billion by 2016.
• Technology interactive marketing is expected to grow at a 13.0% CAGR over the next five years, to $4.2 billion in 2016.
• Big offline spenders—the automotive, healthcare, and consumer goods industries—are projected to grow their interactive spend the most. For example, automotive interactive marketing is expected to grow at a 24.5% CAGR over the next five years, to $6.2 billion in 2016.
• Consumer goods interactive spending is forecast to hit $5.3 billion in five years, pacing at a 23.9% CAGR.

So, while Forrester has adjusted their original projections downward, interactive spending will still be increasing at a steady clip over the next several years.  And, those industries that we’ve seen growing the most quickly (especially healthcare) will be leading the charge in this space.  I believe we will see more interactive marketers coming up with more efficient tools to manage these interactive channels in the most effective way as B2B marketers will be pressed to prove the ROI on these channels as the budgets continually increase.

This is an exciting time to be an online marketer — and the onus is on us to improve our products and services to serve the growing needs of our Clients.

Happy Thanksgiving to all!