Execs Predict Interactive Marketing Growth

Senior advertising and marketing executives are planning to expand their activities in interactive marketing, experiential marketing and database marketing/CRM, according to a survey from US investment bank AdMedia Partners.

The survey of 3,200 senior executives at leading advertising, marketing services and Internet marketing firms was conducted in November and December 2005.

69% of respondents are thinking of entering or expanding activities in interactive marketing, 57% in marketing/strategic consulting, 46% in database marketing/CRM, and 43% in experiential marketing (buzz, viral, guerilla, event marketing). The figure is much lower for general advertising (15%).

79% of respondents anticipate strong demand for mergers and acquisitions activity in Internet marketing, and around half expect strong demand in both experiential and database marketing/CRM. Only 10% expect strong demand in sales promotion and public relations, and just 2% for general advertising.

Three quarters of respondents think that growth in the advertising/marketing service business will be higher this year than last. Respondents predict a median growth rate of 5% for overall ad spend and a 17.5% jump in interactive advertising spend.

The company says marketing budgets are increasingly shifting into internet, experiential and database/CRM marketing, as clients 'demand quantifiable marketing and non-traditional media solutions to build brands and grow sales'.

The AdMedia Partners web site is at www.admediapartners.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.