Interactive adspend looks good, despite economy


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.



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