Friday, January 09, 2009

eMarketer's top 10 predictions from 2009

Courtesy of Marketing Charts:

1. The Internet is a Buyers’ Market
2. Search Marketing Remains Recession-Resistant
3. Video Ad Spending Will Run Counter to Economic Trends
4. Social Network Shakeout
5. New Revenue Streams for Social Networks
6. E-Commerce Sales Growth From Existing Online Buyers
7. Seismic Shift in TV Ad Sales
8. More Newspaper Companies to Become Casualties
9. User-Generated Content Aggregation
10. Multicultural Marketing Will Gain Intensity Online

Notice anything missing?  Don't agree with some of these predictions.  I'm not convinced either.  But considering that these are the predictions from eMarketer, I'm not at all surprised to see such a heavy emphasis on Internet and search marketing prospects. However, my big quibble here is that if TV spending is going to decline and newspaper advertising opportunities will further dwindle, where is all of that money going to go?

I doubt that marketers will simply contract their budgets that much.  And it seems equally doubtful that they'll just plow all of that unspent cash into more online marketing activities, even if you include a massive uptick in spending on online video services.  While it's certainly self-serving of me to think so, it seems totally unrealistic that shopper marketing and OOH (particularly alternative OOH) won't get a boost, since these two sectors continually match or exceed the overall value of Internet advertising.

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