By Michelle Megna
1. Interactive marketing will near $55 billion and represent 21 percent of all marketing dollars spent in 2014 as advertisers shift mone away from traditional media to search marketing, display advertising, e-mail marketing, social media and mobile promotions, according to a recent study.
2. Given this, traditional ad agencies must include interactive marketing for mere survival. "We've hinted before that agencies that can't transition from pushing out messages to nurturing customer connections aren't long for this world. Agency readers, heed our warning. Services firms that lack data management, analytics, listening, social media execution, and strategy expertise will dry up," warns the report
3. Search marketing continues to do well, in both adoption, today 80 percent of marketers use it, and money spent. "Search marketing accounts for 59 percent of the overall interactive pie. We project spend on paid listings, which includes paid inclusion, and search engine optimization (SEO) to grow at a CAGR of 15 percent, to $31 billion by 2014," according to the report.
4. E-mail marketing continues to grow, with an 11 percent CAGR over the next five years, due to the "green" market campaigns being in vogue and to increased integration with social media sites.