Posted by Gareth Cutter on 16th July 2009 to
Industry Some recent growth forecasts on interactive and digital advertising from Forrester Research have earmarked email marketing for continued growth between now and 2014, at the expense of traditional media.
Email marketing, currently valued at $1.25bn is expected to jump by 11% to $2.08bn in the next five years. It's not the only digitial channel to benefit from the decline of print, radio and television advertising: social media, mobile marketing, online display advertising and search marketing are all expected to benefit too.
The biggest loser of the traditional marketing camp will be direct mail, expected to shrink by 40% - worse than television (12%), magazines (28%) and newspapers (35%).
When asked for reasons why email marketing will continue to grow in the coming years, Forrester analyst Shar VanBoskirk cited: 1) lists growing at the promise of ‘green marketing’; 2) more smarter programs turning on to boost sluggish sales; 3) money shifting to email from direct mail; and 4) email effectiveness improving through linking it to other channels” as the main drivers.
