Digital Marketing Spend to Overtake Print This Year
Steve Smith

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The long-awaited print-to-digital tipping point is about to be passed. According to information industry consultancy Outsell, the level of marketing spend on the Web and in print will finally cross over this year, with $119.6 billion of revenues flowing online and $111.5 billion going to newspapers and magazine ads. The online marketing spend will encompass more than just simple advertising—it will involve lead generation, webinars and search engine keyword bidding. Overall spending on advertising and marketing in the U.S. will increase only 1.2% this year, to $368 billion, Outsell projects.

Despite the crossover in budgets, print spending is showing some signs of life. The magazine segment will bounce back slightly this year to $9.4 billion (+1.9%), Outsell says.

On the b2b side, much of marketers’ budgets is going to their companies' own Web sites, followed by spending on conferences, exhibitions and trade shows, direct mail, search keywords and then e-mail newsletters. B2b marketers are looking for multiple touchpoints, with 78% saying that they combine three or more marketing methods in their campaigns. Social networking is starting to make its case among b2b marketers, with a majority (51%) finding Facebook an effective vehicle, followed by LinkedIn (45%) and Twitter (35%).

In its survey of 1,000 marketers and media buyers, Outsell found that accountability is king, and the money is flowing toward measurable media and marketing programs that deliver solid leads.

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