As we come to the end of 2010, the season for the release of this year’s internet marketing statistics and forward looking estimates for 2011 and beyond is upon us.
The most eye-catching forecast statistic I’ve seen so far comes from MagnaGlobal - and its not the raw numbers which catch the eye, it’s the comparison of online advertising with traditional media.
MagnaGlobal’s analysis projects “that spending on internet marketing will increase to $117 billion (£74.3 billion) globally by 2013, meaning it will be bigger than newspaper marketing for the first time. No wonder print magazines and papers of all sizes are reworking their enterprises to attract a share of the online market
Like other analytics firms, MagnaGlobe was forced to revise its 2011 forecast upwards, reflecting the resurgence of online ad spending we have seen in the latter half of 2010. “Overall,” ThomsonLocal reports, “MagnaGlobe is projecting “global ad growth of 5.4 per cent to $412 billion in 2011, an upward revision of its previous forecast of 4.2 per cent.”
These estimate accord with those in a new report released by Zenith Optimedia this week. Zenith Optomedia predicts expenditures of $70.5 billion 2011, with an overall growth of nearly 50 percent in the next three years, according to Clickthrough. Of the projected $70.5 billion for online marketing in 2011, half of that revenue is likely to be research.
Zenith Opomedia, like other forecasters are predicting large gains in display ads, which will turn out to have accouted for more than a third of the market share thid year, and continuing growth to 35 percent by 2013.
Finally, Econsultancy’s Tameke Kee, suggests “that the rapid increase in social media and video sites was responsible for the boost in display ads, “ however, she suggested the figure may actually be under-reporting the true amount of spending on these campaigns. Of course, if, as always, there are likely to be further revisions going forward, look for social media marketing numbers to surge. Led by local focused search targeted at iPhones, smart phones and smart devices, which support peer to peer communications, and facilitate sharing through social media sites, revenue from social media will be both the frosting on the cake, and perhaps the icing that holds the cake together, next year.
Happy holidays to all, as the fake analog digital clocks tick toward another new year.
James Barry covers online marketing and related topics for full service Toronto-based SEO firm, Wolf21.com.
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