Some 72 per cent of interactive marketers expect to either maintain interactive spending levels this year or increase them, despite the slumping economy, according to a study by Forrester Research.
Forrester conducted an online survey in February and March with 333 interactive marketers at midsize and large companies. Forty-eight per cent said they planned to increase investment in social networks, while 42 per cent said they would boost spending on user-generated content. Other areas seeing a significant increase include e-mail marketing, with 41 per cent planning to boost spending; blogging (40 per cent); and search marketing (38 per cent).
Only 10 per cent plan to increase spending on display ads, while 40 per cent are planning to cut back on display ad spending.