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BtoB

Interactive marketing spending up despite slowing economy

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Cambridge, Mass.—Seventy-two percent of interactive marketers expect to either maintain interactive spending levels this year or increase them, despite the slumping economy, according to a study released Wednesday by Forrester Research.

Forrester conducted an online survey in February and March with 333 interactive marketers at midsize and large companies. Forty-eight percent said they planned to increase investment in social networks; 42% said they would boost spending on user-generated content. Other areas seeing a significant increase include e-mail marketing, with 41% planning to boost spending; blogging (40%); and search marketing (38%).

Only 10% plan to increase spending on display ads, while 40% plan to cut back on display ad spending.

—Carol Krol

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