European online marketing to top €16 bln in 2012

Retail

Spending on online marketing in Europe will double in the next five years, from around €7.5 billion in 2006 to more than €16 billion ($22 billion) in 2012, according to a new report by Forrester Research Inc.

In five years, online marketing – including email, search, and display advertising – will represent 18% of total media budgets. The forecast is based on data from Forrester's Consumer Technographics surveys of more than 25,000 consumers in France, Germany, Italy, the Netherlands, Poland, Spain, Sweden, and the UK and interviews with 24 major European marketers. The reason for this shift in spending is simple enough: audience and attention are moving online.

According to Forrester, 36% of online Europeans say that they watch less TV because they're online. And trust in many types of advertising is eroding: 67% of online consumers believe that advertisers don't tell the truth in ads. At the same time, online consumers don't seem adverse to the kind of targeted advertising that the online channel can deliver: 34% of online consumers say they don't mind ads if they relate to their interests; 40% trust price-comparison sites; and 36% trust online product reviews from other users. This opens the doors to new online marketing forms like word of mouth, email campaigns, and blog advertising. (crm2day.com)

ADVERTISEMENT

Századvég raises GDP forecast to 7.8% Analysis

Századvég raises GDP forecast to 7.8%

Opposition parties to begin PM candidate primaries Elections

Opposition parties to begin PM candidate primaries

New editor-in-chief at Betone Studio Appointments

New editor-in-chief at Betone Studio

Budapest leaders make public transport free for under-14s City

Budapest leaders make public transport free for under-14s

SUPPORT THE BUDAPEST BUSINESS JOURNAL

Producing journalism that is worthy of the name is a costly business. For 27 years, the publishers, editors and reporters of the Budapest Business Journal have striven to bring you business news that works, information that you can trust, that is factual, accurate and presented without fear or favor.
Newspaper organizations across the globe have struggled to find a business model that allows them to continue to excel, without compromising their ability to perform. Most recently, some have experimented with the idea of involving their most important stakeholders, their readers.
We would like to offer that same opportunity to our readers. We would like to invite you to help us deliver the quality business journalism you require. Hit our Support the BBJ button and you can choose the how much and how often you send us your contributions.