Executives: growth expected in most online marketing segments

Posted by Erina Lin on January 30, 2009 at 2:24 PM

Senior executives at advertising, marketing and interactive companies expect the economic recession to be a great opportunity for the industry, especially firms in emerging marketing and media, according to the AdMedia Partners 15th annual survey "Merger and Acquisitions Prospects for Marketing Services and Internet Marketing Firms," Media Post reported.

Although overall ad spending is estimated to drop 5 percent this year, respondents said a 5 percent growth in interactive advertising, as well as their businesses, is expected. Most online categories will increase too, especially word-of-mouth, social media, search, mobile marketing and behavioural and contextual marketing.

According to the survey, 77 percent expect word-of-mouth or social media marketing to rise in 2009, versus 76 percent who voted for search marketing. Three out of four said mobile marketing will grow, and 70 percent for behavioural or contextual marketing.

However, some people were pessimistic about display advertising. "Banner ads will become pure commodity," one respondent said, according to Media Post.