Forrester Research Pegs Interactive Marketing Spend to Hit $77 Billion By 2016

Shar VanBoskirk, a Vice President and Principal Analyst at Forrester Research, published an insightful piece in Forbes this week that speaks to the growing interest among advertisers in the booming business of interactive marketing.

“By 2016,” VanBoskirk writes, “advertisers will spend $77 billion on interactive marketing – as much as they do on television today.”

According to the research from Forrester, the next five years hold big promise for the advertising realms of Search marketing, display advertising, mobile marketing, email marketing, and social media. Collectively, these five categories are expected to grow to represent some 35% of all advertising spend within the next five years.

Consequently, VanBoskirk believes golden opportunities await advertisers who quickly embrace these emerging platforms.

“Mobile spend will surpass email and social media – this year,” she adds, in just one example of mobile’s growing reach within all advertising sectors. “Mobile has the steepest growth curve in our study; spend in mobile ads and search will pass that in email marketing or social media this year. Email actually paces at a healthy 10% compound annual growth rate over the next 10 years. But the rapid adoption of tablets and their associated new and pricey ad formats will bolster mobile marketing investment.”

To read VanBoskirk’s full commentary in Forbes, click here.