B2B Interactive Marketing Spend projected continue to rise


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Forrester reports that B2B interactive marketing spend is projected to hit $4.8 billion by 2014.

The claim by Forrester is seen in the release of their 5 year forecast of B2B interactive marketing spending (see the report here). The claim follows the general trend we’ve seen in recent years of a year-on-year increasing spend in interactive marketing. This doesn’t however just restrict itself to online ads or search (where the majority of spend is going):

As B2B marketers gain experience with interactive marketing, they are beginning to stretch outside of their comfort zone and turn to channels that can spark brand interest and help educate potential customers.

As expected, Forrester goes onto state that organisations can no longer ignore Social Media as an effective channel to engage with potential and existing customers.

…social media has emerged as key platform for informing decision makers during the sales process and engaging and supporting existing clients.

Yet again we are seeing more and more chatter around the effectiveness of creating great customer experiences to enable further sales. Although Forrester’s reports can be seen as somewhat pricy at times, I highly recommend following their key bloggers based on the industries you’re interested in.

Check out the original blog post here

Republished with author's permission from original post.

Colin Shaw
Colin is an original pioneer of Customer Experience. LinkedIn has recognized Colin as one of the ‘World's Top 150 Business Influencers’ Colin is an official LinkedIn "Top Voice", with over 280,000 followers & 80,000 subscribed to his newsletter 'Why Customers Buy'. Colin's consulting company Beyond Philosophy, was recognized by the Financial Times as ‘one of the leading consultancies’. Colin is the co-host of the highly successful Intuitive Customer podcast, which is rated in the top 2% of podcasts.


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