Seven Predictions for 2009 - digital marketing
Seven Predictions for 2009 - digital marketing
Geoff Ramsey, CEO and Co-Founder of eMarketer argues that digital marketing will help organisations survive the recession.
Here are his seven predictions for 2009:
- No doubt about it, marketers will be cutting back on advertising spending this year
- Among traditional media, newspapers, radio and magazines will see the worst declines
- Advertisers’ pull-back in overall marketing spending, coupled with a serious re-examination of traditional media, will set in motion a series of permanent changes that will affect how media is planned and measured, as well as the media mix itself. . In short, things will not revert back to “normal” in 2009, 2010 or whenever the economy pulls out of its current malaise
- Throughout all this economic shrinkage, the internet will continue to grow, though at a far more constrained pace. eMarketer projects online ad spending will rise 8.9% in 2009, after an already ratcheted-down rate of 11.3% in 2008
- Despite the general consensus that online will ride out the storm, expect to see a growing contingent of bearish forecasters disparaging its prospects
- Growth in online display advertising will languish—but only in terms of absolute-dollar spending, and the effects will be temporary
- E-commerce, already hammered in 2008, will see growth slip even further, from 7.2% in 2008 to a measly 4.1% in 2009
Thursday, 08 January 2009 11:07