Interactive Media Buys Grow While Traditional Media Takes a Hit

60% of companies surveyed said they plan to increase their interactive marketing budget by shifting funds away from traditional marketing mediums.

Stats That Add Up: Interactive Media Budgets Grow While Traditional Media Takes a Hit

While advertising spending on interactive marketing will rise this year, traditional marketing mediums such as direct mail, newspapers and magazines will take a hard hit. This is according to Forrester Research, Inc. who surveyed 204 marketing executives from firms with more than 200 employees across multiple industries.

Here’s the stat:

60% of companies surveyed said they plan to increase their interactive marketing budget by shifting funds away from traditional marketing mediums.

Why the shift to interactive marketing? (Ask yourself if this is something you should be considering.)

Affordable. Interactive advertising generally costs less and offers performance-based media buys that are appealing to the budget-conscious advertiser.

Effective. Advertisers now have enough experience with online media and the hard data to prove its worth and they’re coming back for more. It’s easier to measure results with online marketing because you can track which specific advertising medium delivered the customer to you. With this information in hand, you can then fine-tune your buy to the most effective avenues.

Targeted. The beauty of interactive media is that it allows you to target your key demographics, whether it’s geographic, age, interests or income to the nth degree. For example, if you want your message to reach “women, between age 30 and 60 who golf and like wine,” you can do just that!

Builds Customer Relationships. Savvy consumers are looking for a richer, customized interactive experience with their favorite brands whether it’s via Facebook, MySpace, Twitter or YouTube. The survey found that 42% of online adults and 55% on online youth want to engage with brands through social applications.

Print Advertising Less Viable. Newspaper and magazine readership has dropped 17% and 6%, respectively since 2004.

 What’s your plan to reach consumers through interactive marketing?