Josh Bernoff, one of the brilliant folks from Forrester Research who co-authored the book Groundswell: Winning in a World Transformed by Social Technologies, has posted an interesting article about a five-year interactive marketing forecast that they recently published:
It seems that the Forrester study found that "...interactive marketing is more effective, and advertising less effective, per dollar spent. While budgets for online have decreased, they decreased less than other budgets. Six out of ten marketers we surveyed agreed with the statement 'we will increase budget for interactive by shifting money away from traditional marketing'." Wow!
Thoughts on this? During these rough economic times, have you shifted your dollars away from traditional marketing tactics and focused more on interactive? Or have you cut back in all areas?
I look forward to hearing your thoughts.