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Digital Marketing Growth in 2009

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Jun 8 2009

Digital Marketing or Interactive marketing spending will hit $25.6 billion this year -- up 11% from $23.1 billion in 2008, despite being flat, as marketers shift money from traditional media to digital channels based on latest Forrester study.  See Forrester Anayst Shar VanBosKirk's blog.

So what does interactive or digital marketing encompass?

Digital or Interactive marketing according to Forrester includes search, email, social media and mobile marketing. These channels are becoming more popular because of both cost effectiveness and widespread consumer adoption.

There is some healthy skepticism on social media and mobile marketing. Marketers are still confronted with fairly higher costs and effectiveness of these channels are not proven. There are varying opinions on growth of mobile marketing. The key is going to be the cost reduction in mobile. Mobile marketing as it stands today is much more expensive than email and search on a transactional basis.

It is important to note that an integrated strategy that uses all of the channels effectively is still the best strategy. This will allow organizations to reach their broad customer base and also allow to contact customers on their preferred medium.

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