The View From Here

By Melissa Campanelli

About Melissa

Melissa Campanelli is the editor-in-chief of Target Marketing's eM+C brand and Retail Online Integration, a monthly print magazine, website and e-letter (The ROI Report) that's all about the integration of sales channels, including print/catalog, transactional websites and retail stores, as well as email, mobile, social media and more.

Prior to becoming editor-in-chief of eM+C, Melissa spent ten years at DM News, where she was first a senior editor and then deputy editor. She's also a leading expert in small business e-commerce and author of the books "Entrepreneur Magazine's Open an Online Business in 10 Days" and "Start Your Own e-Business."

Conversations

Putting Pinterest To Work For Your Brand

Apr 20, 2012

Pinterest is the new hot property. Overnight this visual curation powerhouse has generated more traffic to websites than Twitter, Google+,...

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Engagement Matters

3 Key Lessons for Mobile Email Marketers

Mar 1, 2012

With mobile devices ranging from smartphones to iPads to e-readers to netbooks, the question isn't if you need a mobile strategy for...

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Inside Mobile Marketing

Building a Mobile Presence

Dec 15, 2011

Mobile is a revolution. The power of the personal mobile device has created the potential for businesses to build stronger...

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Redefining Performance Marketing

Facebook's Timeline for Brands: A Facebook Performance Opportunity

Mar 29, 2012

Facebook's new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can...

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15 Minutes Ahead

How Evolving Mobile Behaviors are Raising the Stakes for Marketers

Jan 5, 2012

While none would argue that 2011 was the year of the mobile app, marketers have been hearing more noise about...

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Digital Marketing Takes Action

Which is Better for Mobile Shopping, Tablets or Smartphones?

Jul 7, 2011

Are you wondering whether it’s worth providing your online retail offering on tablets, particularly the iPad? Are you also facing...

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Ways of Thinking

A Facebook Fan is $136 in Lifetime Value, $3.60 in Media Impressions

Jun 29, 2010

The lifetime value of a Facebook fan is about $136 to top brands, according to this study on Facebook fan...

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Digital Ad Spend to Grow 8.9 Percent

By Melissa Campanelli | Posted on January 21, 2009

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Digital advertising spending will grow by 8.9 percent to $25.7 billion this year, and digital media consumption will approach 20 percent as a share of media. These were key statistics presented by Bruce Biegel, senior managing director of the Winterberry Group, a direct marketing consulting firm, during the Jan. 8 Direct Marketing Club of New York luncheon in New York City. In his presentation, “Outlook 2009: What to Expect in Direct & Digital Marketing,” Biegel pointed out that digital marketers will have to pay a lot more attention to measurement and analytics this year. “Marketers need to solve the 'Where did they come from and what happened when they got here' questions,” he told attendees. This year, marketers also must improve digital channel integration — such as e-mail and search, and display and search — and will need to be more selective in what media and services they buy, and from whom. E-mail will remain a cost-effective marketing channel, Biegel said, with e-mail spending projected to triple from $472 million in 2008 to $1.4 billion by 2012. This year, marketers also will focus on better e-mail integration with other channels, Biegel said, but will keep searching for the most relevant messages and most appropriate frequencies. Even though search spending is projected to grow by only 15 percent this year — down from the 21 percent growth in 2008 — Biegel said the channel is still strong. “Search, with its strong ROI from trackable, performance-driven marketing, is recession-resistant,” Biegel said. Other findings Biegel presented include:

online display spending growth is expected to grow to $4.9 billion in 2009, following a slowdown in the second half of 2008;
mobile marketing spending is projected to rise to $1 billion — up 28 percent over last year — driven by direct response and execution/measurement improvements; and
social media spending is projected to grow 10 percent to $1.3 billion, then face a slowdown later in the year.

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Internet Marketing