The Digital Tsunami is Gathering Steam

I've been saying that digital will be the centerpiece of marketing for quite some time. I know I am not alone in this thought and thank goodness the metrics are starting to catch up, I was beginning to think it was a 10 year trend that never came. Kind of like technology transforming health care delivery, only different.

Anyway, great post/article by Josh Bernoff of Forrester Research at

Unlike the last recession, digital marketing is no longer experimental. Now it looks more like advertising is inefficient, relative to digital. More than half of the marketers we surveyed said that effectiveness of direct mail, TV, magazines, outdoor, newspapers, and radio would stay the same or decrease within three years. In contrast, well over 70% expected the effectiveness of channels like created social media, online video, and mobile marketing to increase.

The result is that digital, which will be about 12% of overall advertising spend in 2009, is likely to grow to about 21% in five years. Along the way overall advertising budgets won't grow much.

I think I an say that finally it has arrived. I've also mentioned before that the natural human condition is to fear the unknown. That is the next biggest hurdle to overcome.

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