Interactive’s share of total ad spend is forecast to increase from 8 percent in 2007 to 18 percent in 2012.
The increases will be “driven by marketers who will leverage a distribution of channels rather than pour new spends into a single place,” projects the report.
“This maturing perspective on interactive channels coupled with technology advances will lead to a customer-centric future in which interactive technologies actually infuse all marketing efforts,” according to the report.
“As firms continue to make customer centricity a higher priority, they will recognize that maintaining separate marketing teams to manage different sets of channels that all target the same customers makes no sense,” said Forrester Principal Analyst Shar VanBoskirk.
