As said in our earlier post “Retailers E-Commerce Growth Drops Sharply : 14.3% vs. 19.8% in 2007“, growth is slowing down but still present. Therefore we cannot mention any recession. This means that the Web remains an interesting advertising medium in comparison to the offline media. Consequently, we expect a development of online advertising expenses in 2009.
- USA
- Internet
In spite of the international crisis, IAB (Interactive Advertising Bureau) studies show that Internet advertising investments in the US have increased. They reached a total of 5.87 billion dollars which represents an increase of 11 %, if you compare the third quarter of 2007 and 2008.
Source: Quarterly $ Revenue Growth Comparison – 2000-2008 YTD, PwC/IAB Internet Advertising Revenue Report (www.iab.net)
- Other US media
While no one can predict the length of the economic crisis or its severity, there is slim chance of any sort of recovery in 2009. eMarketer forecasts a decline of 4.2% in US television ad spending in 2009.
- France
Though France is confronted to a similar economic context, we (interactive agencies) believe that e-Advertising will not be hit in any negative way for the following reasons
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- According to online marketing techniques, advertising campaigns are paid if results are conclusive
- Real time in :
- Content analysis,which allows immediate adaptation of the campaign if needed
- Interactivity with users, which gives the chance perfect the campaign
- Actions on the web are transparent and traceable therefore more reliable
- Internet marketing or advertising has a better return on investment initiative
France, Electronic Business Group : 81 % of the announcers assert that their e-marketing budget is going to increase in 2009. The increase of these budgets would be of on average 63 %. Indeed Internet indeed continues to benefit from a transfer of a part of the announcers budgets previously dedicated to the traditional media.
On the other hand, the economic crisis impacts on the perception which sets forward a more profitable e-marketing strategy. Within total Internet expenses marketing investments represents 56 % of its volume in 2008, and this number should climb up to 63 % in 2009.
Forrester Research concludes that brands must seize without hesitating the techniques offered by Web sites where the Internet users participate or share contents and opinion This phenomenon is described as the “social media “.
Dashing into the “community” revolution will only be a first step towards a marketing evolution.
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