today’s presenters tim kopp, cmo - exacttarget shar vanboskirk
TRANSCRIPT
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Today’s Presenters: Tim Kopp, CMO - ExactTarget
Shar VanBoskirk, Vice President & Principal Analyst – Forrester Research
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The Interactive Marketing Opportunity
Shar VanBoskirk, Vice President and Principal Analyst
31 August, 2011
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How is US interactive marketing spend growing?
What are the details of channel-specific growth?
What should marketers do to take advantage of interactive growth?
Agenda
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How is US interactive marketing spend growing?
What are the details of channel-specific growth?
What should marketers do to take advantage of interactive growth?
Agenda
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Interactive marketing overall will near $77 billion by 2016
Source: Forrester's Interactive Marketing Forecasts, 2011 To 2016 (US)
Interactive marketing
spend (US$ millions)
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Interactive teams are growing
Source: December 2010 US Interactive Marketing Executive Survey
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Interactive channels will increase in effectiveness
Source: December 2010 US Interactive Marketing Executive Online Survey
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Marketers want to be customer-obsesssed
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This means spending to connect with customers at their preferred touch points
Source: North American Technographics® Benchmark Survey, 2007, 2009, and 2010
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Offline budgets still fund interactive growth
Source: December 2010 US Interactive Marketing Executive Online Survey
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How is US interactive marketing spend growing?
What are the details of channel-specific growth?
What should marketers do to take advantage of interactive growth?
Agenda
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Search is still the largest share of the IM pie
Source: Forrester’s Search Engine Marketing Forecast, 2011 To 2016 (US)
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Display will take some of search’s share
Source: Forrester’s Online Display Advertising Forecast, 2011 To 2016 (US)
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Mobile marketing passes email and social this year
Source: Forrester’s Mobile Display Advertising And Search Forecast, 2011 To 2016 (US)
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Email connects everything in the mix
Email marketing spend will grow at a 10% CAGR between now and 2016.
Source: Forrester's Email Marketing Forecast, 2011 To 2016 (US)
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Social media grows moderately
Source: Forrester’s Social Media Forecast, 2011 To 2016 (US)
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How is US interactive marketing spend growing?
What are the details of channel-specific growth?
What should marketers do to take advantage of interactive growth?
Agenda
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Interactive maturity hasn’t made a lot of strides
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In part, because interactive marketing is so hard
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Technology can help alleviate interactive challenges
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In fact, the right technology can overcome interactive marketers’ greatest hurdles
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Summary and recommendations
§ Interactive marketing is poised for 17% growth between now and 2016 – As interactive tools gain legitimacy in the marketing mix
§ The greatest growth will come from mobile marketing – Search will lose share to mobile and display
– Tablet ads will proliferate
§ Marketers struggle with the right pace for their own growth
§ Campaign management tools can help overcome current challenges – Ensure greater accountability
– Enable real-time management
– Enhance relevance and personalization
– Improve data and process integration
– Foster collaboration
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Shar VanBoskirk 617-613-5845 [email protected] @SharVanBoskirk www.forrester.com
Tim Kopp 317.524.4703 [email protected] @tbkopp www.exacttarrget.com
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