Interactive marketing industry 'looking healthy'
Internet Marketing
11 July 2008
The online marketing sector is continuing to perform well, although there are signs of a possible slowdown in growth.
This is according to a new report from William Blair & Company and the Chicago Interactive Marketing Association, which suggested that while the sector is seeing strong levels of business, this could change as a result of the slowing economy.
Equity research analyst for William Blair & Company Troy Mastin said that while previous years have seen industry growth of about 19 per cent, this could fall to 16 per cent in the next 12 months.
However, this may not be the case for certain parts of the sector, most notably social media, he explained.
"We expect the social networks and emerging players will continue to gain share from the portals, due to changes in consumer preference and the increasing fragmentation of the landscape," Mr Mastin remarked.
A recent study by the Internet Advertising Bureau suggested that online advertising drives 40 per cent of brand engagement among consumers when compared with other types of media.
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