Overview :
Interactive marketing will near $55 billion and represent 21% of all marketing spend in 2014 as marketers shift dollars away from traditional media and toward search marketing, display advertising, email marketing, social media, and mobile marketing. This cannibalization of traditional media will bring about a decline in overall advertising budgets, death to obsolete agencies, a publisher awakening, and a new identity for Yahoo!. Forrester Research surveyed marketing executives across multiple industries from firms with more than 200 employees about their current and planned interactive marketing budgets and identified the factors influencing their interactive planning. Shar VanBoskirk, Vice President at Forrester Research, explains the factors behind the decline in traditional marketing and shows the reasons why current marketing professionals are investing in interactive marketing efforts.

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