Marketing Forecast from Ad-ology

Digital advertising continues to increase as a percentage of total marketing and the latest study released by Forbes shows that this form of media now accounts for well over 25% of spending. Exactly how are companies breaking out their online ad spend? As I’ve reported previously on this blog, search continues to be the leading online marketing tool but companies use other forms for specific reasons as detailed by the findings of this study.

The widely reported 17% increase in 2008 online sales will be driven, to some extent, by the right kinds of marketing. How are online retailers spending their marketing budgets? A recent report by Shop.org indicates that retailers are allocating some of their budgets as follows: