On-Line Ad Spending Up in 2011 and Every Year Thereafter
Posted by Kevin Gulley on Tue, Dec 07, 2010 @ 02:50 PM
The shift in advertising dollars to the web has been rapid and inexorable, and the trend shows no sign of slowing.
According to research firm eMarketer:
The economy may be on an upward trajectory, but continued caution among advertisers will lead to a continued shift toward online advertising, eMarketer forecasts.
eMarketer, which forms its forecast by performing a meta-analysis of research estimates and methodologies from dozens of firms that track ad spending, projects a 10.5% increase in US online ad spending next year, followed by double-digit growth every year through 2014 when spending will reach $40.5 billion.
The shift makes perfect sense for marketers for several reasons. 1. Consumers (B2C & B2B) use the web to access information and media more and more every day; 2. Web advertising is trackable, and 3. It is less expensive than traditional media forms because media companies have had a difficult time pricing their product in a 'trackable' world.
With that in mind, the most effecient and cost-effective marketing and lead generation approach in today's web-centric world is 'inbound marketing'. Bring your expertise to your audience on a consistent basis and you won't need to spend your marketing budget advertising on-line or anyplace else.
This actually reminds me of a DogBytes Classic post from 2007 about the same topic: The more things change, the more they stay the same.
And the other 10% don't know what marketing is. According to a new report released by the Association of National Advertisers
and Booz Allen, 90% of marketers plan on increasing what they spend on digital media advertising by 2010.
What is holding them back from really leveraging the opportunities in digital? Half say lack of organizational support, and almost 60% say lack of digital media experience. Sounds like they should call FuelDog...we'll straighten them out.