The Growth of Interactive Marketing and What it Means to Today’s Marketers
"By 2016, advertisers will spend as much on interactive marketing as they do on television advertising today. Investment in search marketing, display advertising, email marketing, mobile marketing and social media will near $77 billion and represent 26 percent of all advertising, as interactive channels gain legitimacy in the marketing mix." — U.S. Interactive Marketing Forecast report by Forrester Research
Sounds almost like science fiction, doesn't it? Who would've thought that online advertising could ever come close to approaching the same spend that television advertising campaigns command. Yet the numbers are in, and online advertising does nothing but increase in popularity — and legitimacy — as time goes on.
The opportunities for interactive marketing via online channels are as diverse as they are potentially profitable, and tracking interactive ads that are run in conjunction with traditional search reveals the more interactive you are with consumers, the better able you are to convert them into a customer — or a fan or a continuously engaged customer, whatever the goal of an advertising campaign may be.
True interaction begins with ubiquity, with putting a brand on display. Display advertising is the new darling of interactive ad campaigns. The medium allows an advertiser to be as ubiquitous as they want to be.
While display advertising was, for a time, the medium with the lowest results, recent advancements which enable advertisers to choose how, when and to whom their ads are displayed have taken them from zero to hero in a very short time span.
Interactive marketing is about a conversation that you have with your customers. It won't always be a two-sided conversation, but it must consist of a dialog, and as we all know, nothing is less interesting than someone having a conversation with you when you're not interested in the subject matter.