US Interactive Marketing Forecast, 2009 To 2014

_Interactiv e Will CanniBalize Traditional media_

Este es un documento
Es un estudio muy completo de cómo esta cambiando el marketing, es decir, como se esta desplazando el marketing tradicional por el online; y como cada vez más, las empresas deciden incrementar sus presupuestos en el marketing online.

Principalmente en email marketing, redes sociales, videos online, SEO, Mobile marketing entre otros. Mientras tanto disminuyo la inversión en Televisión de cable, aire, Revistas, radio y diarios (periódicos)

Espero les sea de utilidad y lo disfruten…
A continuación podrán leer un fragmento del contenido del documento y decidir si les interesa.


· Shifts contextual ads out of search. Contextual ads — typically text ads bought on a keyword
or category basis — historically have been rolled into the search budget because of their costper-
click model. But as search programs increase in complexity and contextual ads start to
include more visual elements — like images or video — they are shifting more wholly to the
display budget.

· Rolls online video into display. In our last forecast, because of its newness and limited
availability, we sized online video spend based primarily on reported earnings from the few
publishers selling it. The present forecast still sizes online video as pre-roll, mid-roll, and postroll
ads but does so based upon the number of available video impressions and as part of the
overall display advertising category. We do not include video production costs or costs to
maintain on-site video assets as these are not typically part of the interactive media budget.

· Includes only email marketing delivery. This year, we forecast growth in delivery of retention,
acquisition, and transactional emails. To be as accurate as possible, we limited our email sizing
to just the delivery and services included in the CPM paid to email service providers. In years
past we also estimated spend on professional services like data integration, analytics, or creative.
However, as email becomes more integrated with other channels, it is increasingly difficult to tell
which part of the professional services spend is dedicated to email.
·
Sizes only integrated social media campaigns and created social assets. This time, our social
media forecast includes only money that changes hands for: 1) campaigns that are uniquely
enabled by social media — like the McDonald’s Big Mac Chant-Off, which encouraged users
to record and post their own versions of the Big Mac chant using tools created by MySpace.
com; and 2) the creation of social media assets that a marketer will own, like a proprietary blog,
community site, or downloadable widget. We include online ads on social networks in our
display ad category and do not size internal social media staffing costs.

· Breaks out mobile. Limited available mobile marketing data in 2007 led
Int eractiv e Marketin g Spend Will Near $55 Billion By 2014
Search Marketing Still Leads Interactive Spend.


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