I attended the webinar by Shar von Boskirk of Forrester Group, Interactive Marketing Imperative, today. It was attended by more than 50 professionals.
Through the presentation, Shar shared information on how Social Media and Search Marketing continue to attract marketers, why interactive advertising would not be impacted by a global recession, why a focus on branding is going to be important, how a combination of display and search advertising deliver disproportionate performance improvements and shared Forrester's projections of Online advertising revenues growing to $61 Billion by 2012(in US) - a whopping 18% of total advertising revenues.
There were obvious questions and concerns raised by some attendees over the slow economy and how it would effect online ad spends.
I firmly believe that the global slowdown would actually lead to a growth in online advertising. More money would flow into search advertising as its a proven model. More importantly, search advertising has greater value for marketers because it "drives customer acquisitions". Social media still is in a nascent stage where it is seriously flirting with potential business models. I don't think the right model has been cracked yet.
Not much of new channels/innovations would happen. There would be a cut/decline in display advertising as the focus on measurability and performance increase.
A bold forecast: The existing world order in online advertising may change significantly in the next 12 months.
- Udayan Bose
Comments