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
