If you are waiting to invest in interactive media marketing I am not certain what you are waiting for. This year analysts say investment in interactive marketing will account for more than 35% of all marketing money spent.
This means more investment in email, social media, mobile–anything that requires the customer to opt-in. Whether that is signing up for a newsletter or clicking “Like”, this type of interactive marketing is seeing a surge of interest from businesses.
And for good reason. With interactive marketing tools you get a commitment from the customer right off the bat.
Because of the initial commitment the expectations are higher and the possibility of converting that initial commitment to a sale is more likely. This should make perfect sense to anyone whose business has been about establishing real-world relationships. Whether you are in the business of selling insurance or detailing cars, you know how important it is that you maintain strong, positive relationships with customers.
Social media relationships are no different than any other type of relationship, except that you can reach a wider audience and don’t actually have to be any where near them to conduct business.
Advertisers will spend $77 billion on interactive marketing by 2016 – as much as is spent on TV today, according to a new Forrester five year interactive marketing forecast. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 35% of all advertising spend, notes Analyst Shar VanBoskirk in her new blog post (http://t.co/sl0YlTb), amounting to a 17% total compound annual growth rate over the next five years. Additional forecast details include:
• Search Marketing: Search will continue as the largest piece of the interactive marketing pie, growing to more than $33 billion over the next five years. However, it will lose share from 55% today to 44% of all IM spend in 2016. • Mobile Marketing: This year, spend on mobile paid advertising and search surpasses email and social and will rocket at a 38% CAGR to $8.2 billion by 2016. • Social Media: The combination of social media management technologies, agency fees, and spend on paid integrated social network campaigns will rev social media at a 26% CAGR over the next five years. Still, social media will only tip $4.4 billion and account for just 7% of interactive spend by 2016.
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