Forecast: traditional budgets to decline, interactive budgets to grow
From Forrester Research:
“This growth is due to marketers seeking lower cost, more accountable channels which are also widely used by their customers. This year, we are also finding that marketers are migrating dollars away from traditional channels and into interactive ones.”
Cheaper, Measurable, and Useful. Novel concept.
Chas Edwards, Chief Revenue Officer @ Federated Media discusses the need for B2B publishers to migrate to digital faster. Even though they are increasing their online activities, that growth failed to offset B2B media companies decline last year.