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Outsell forecasts that online spending will overtake print in 2010

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According to Outsell, spending on online advertising and marketing will overtake print in 2010 for the first time. The research and advisory firm's annual forecast predicts companies will spend $119.6 billion on online and digital strategies, from search engine keywords to webinars, while committing $111.5 billion to print media such as newspaper and magazine ads this year.

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Outsell's "Marketing and Ad Spending Study 2010: Total US and B2B Advertising" says advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding as they emerge from the recession.

Among Outsell's findings are these news nuggets:


  • Print magazine advertising will increase 1.9 percent to $9.4 billion despite the popularity of online channels.

  • Advertisers' own websites generate the highest B2B ROI, followed by conferences, exhibitions and trade shows; direct mail; search engine keywords; and e-marketing/e-newsletters.

  • B2B advertisers see cross-media marketing as most effective; 78% combine three or more major marketing methods.

  • 51 percent of B2B marketers rate Facebook as extremely or somewhat effective, followed by LinkedIn (45 percent), and Twitter (35 percent).

Outsell surveyed more than 1,000 US advertisers in December 2009.

One of the print media companies that is making the transition to online media is The New York Times. At SES New York 2009, Byron Gordon of SEO-PR interviewed S. Murray Gaylord, Vice President, Marketing and Customer Insights, NYTimes.com, about the shifting media landscape.

Yes, yes, the interview was conducted a year ago, but it is still very relevant today. Check it out below.


S. Murray Gaylord, VP Marketing, New York Times, on social media's impact on publishing

At SES New York 2010, there will be a couple of sessions that will also tackle this topic. One is News Search Optimization, which will be moderated by Mark Jackson, SEW Expert & President/CEO, VIZION Interactive. The panelists include: Matthew J. Brown, Director of Search Strategy, New York Times Company; John Shehata, Director of SEO & Social Media, Advance Internet, Inc.; Allison Fabella, SEO & Social Media Manager, The Atlanta Journal-Constitution; and Lisa Buyer, President & CEO, The Buyer Group.

Another session that will focus on this subject is Real Time SEO: No More Yesterday's News. It will be moderated by Dana Todd, CMO, Newsforce, and the speakers include: Simon Heseltine, Senior Marketing Manager, AOL, LLC; Brent Payne, SEO Director, Tribune; Eleanor Hong, Coordinating Producer/ Lead Editor, SEO, ABCNews.com/ ABC News Digital; and Topher Kohan, SEO Manager, CNN.

As always, I should disclose that SES is a client of my agency. But trust me on the shifting media landscape.

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