“Digital formats such as social media, online video, mobile communications, gaming and advanced TV enable companies to simultaneously meet transactional and brand-building objectives,” according to the report.
Alternative marketing channels, such as online advertising and word of mouth marketing, are expected to grow to 27% of overall marketing expenditures by 2012, up from 7% in 2002, according to the report. Traditional ad formats, such as print and broadcast TV, are expected to drop from 47% to 32% of share in the same time frame.
The same trends are affecting b-to-b marketing, said Steve Abraham, global leader-media and entertainment industry for IBM Global Business Services.
The report was based on an online survey of 2,800 consumers and one-on-one interviews with 70 marketing and media professionals.