Douglas Quenqua at ClickZ looked into a recent study by Borrell Associates that says spending on online promotions could triple in the next five years. Last year, a whopping $8 billion was spent on promotions.
For now, national companies are the ones accounting for most of the promotional spend. But local companies may want to take notice. Since the spend is expected to increase so dramatically, while display advertising is expected to decline, then something must be working in this arena. And that's no big surprise as contests, coupons and giveaways are great methods for lead generation.
Online Advertising Shifting from Branding to Direct Response
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.