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Digital media spending to surpass previously reported benchmarks in 2012

For a B2B marketing professional, having a search engine optimization (SEO) campaign is more essential today than ever for innovative lead generation solutions. The way companies build their reputations and cultivate loyal followers has changed with the emergence of internet marketing, and it’s important to consider the enormous growth predicted in the coming years.

Global measured digital media spend, which was previously expected to grow 16 percent in 2012, will now surpass that mark and increase 18 percent on the year. This uptick represents a 20 percent share of total advertising spend, according to new data from GroupM’s revised ad spending forecast in their biannual “This Year, Next Year” report. What’s more, the report also expects an additional 16 percent increase in digital ad spend in 2013.

“Internet advertising is growing in every country, so powerful is its structural and evolutionary development,” said GroupM Future Director Adam Smith.

GroupM predicts that advertising investment in measured media will grow 3.6 percent in 2012, increasing to $152.5 billion. While this is down from the 4 percent growth predicted in past reports, it still represents a significant amount of ad spend for such emerging practices.

Creative directors would be wise to develop online marketing campaigns in the coming months, as the bulk of impressions made may soon come from internet advertisements.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.