BURLINGAME, CA – A new report published by Outsell, Inc. shows that for the first time in the U.S., digital and online spending is expected to surpass spending for print marketing. The report is entitledAnnual Advertising and Marketing Study 2010: Total US and B2B Advertising and it predicts that US firms will spend $119.6 billion on internet advertising this year, compared with $111.5 billion on magazine and newspaper-based promotions.

The survey was conducted on 1,000 marketers and media buyers and reveals that accountability is the most important thing on the minds of advertisers.

The study suggests that this is the case because advertisers are seeking more accountable methods of marketing and it appears that digital advertising presents more opportunity to track results than traditional marketing media.

The report forecasts spending, share and growth for five marketing and promotional media types:

  • Online
  • Events (conferences, exhibitions and trade shows)
  • Print (magazine ads, brochures, fliers, direct mail)
  • TV/radio
  • PR/other

The report also forecasts spending on magazine ads to increase by 1.9 percent to $9.4 billion this year.

The report shows that advertisers expect the best return on investment from their own websites followed by conferences, exhibitions and trade shows, direct mail, then search engine marketing and email newsletters.

The report shows that 78% of respondents combine three or more marketing methods in their marketing campaigns.

Additionally, B2B marketers are starting to utilize Social networking in their marketing campaigns, with a majority believing Facebook to be effective.

Percent of respondents who find Social media to be effective

  • Facebook – 51 percent
  • LinkedIn – 45 percent
  • Twitter – 35 percent
  • MySpace – 25 percent

The 33-page report is available online from the Outsell website for $1,295.00 as a downloadable PDF.

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