By 2016, search, display, mobile, email, and social media together are expected to constitute 26% of all ad spending, up from 16% in 2011.*
The new forecast also anticipates declines in group-buying offers, due in large part to increased clutter in the space as ad exposures grow.
"We expect this [interactive] growth to help firms become adaptive, kill off daily deals, re-emphasize marketing's four Ps, (product, price, place, and promotion), and turn consumer electronics into audience-targeting tools," said Forrester analyst and report author Shar VanBoskirk.
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