Forrester Research released its five-year interactive marketing forecast today. No surprise, it suggests an increase ahead in digital spending. But it also notes that overall advertising budgets will decline --- more will be spent in other forms of interactive marketing.
The report indicates significant growth in digital marketing, particularly in search-related formats. But the real surprise is the development of "owned social media" like blogs and community sites. Forrester's own blog suggests that's a form getting traction in the current economy.
Social media marketing will quadruple in the five-year period ending 2014. Online will represent 21 per cent of the spending, up from 12 per cent now. The overall interactive ad market will reach $55 billion by 2014.