EMarketer forecasted that online advertising spending will increase 20% in 2011 to $31.3 billion, up from its previous estimates of $28.5 billion. The company noted that the internet continues to take advertising dollars and share from traditional print publications and estimates that online spending will reach 20% of advertising budgets, second only to television at 38%. Search engine adverts remain the top type of online advertising with just uner $15 billion, while display adverts will hit $12.3 billion. Video adverts are expected to hit $2.16 billion in spending.
You can't blame the advertisers. According to a survey of over 4000 consumers in the US, Australia, China, Germany, and Spain by media research firm Interpublic Group, 52% search online for wide range of brands and products, and 25% noted it became second nature to spread the word about deals and experiences via the internet.
The old marketing adage was '3 - 33.' For every good product or shopping experience, a customer would tell three friends, while every bad experience was mentioned to 33 people. With the internet, the capability is increased a million fold -- great perils and great rewards.
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