A report from eMarketer found that businesses are expected to spend more than $39 billion on web marketing in 2012, as marketers continue to see greater value in the strategy. The figure represents a 20 percent increase in spending on web marketing this year, compared to the $32 billion aimed at social, email and content marketing last year.
Additionally, businesses expect to see more success with their campaigns moving forward, leading eMarketer to predict $62 billion in web marketing spending by 2016
Looking into 2012, it appears that businesses are moving away from more traditional media with their budgets. While newspapers, magazines and other platforms will still see a portion of spending, web marketing will occupy an increasingly substantial portion moving forward.
“Advertisers’ comfort level with integrated marketing is greater than ever, and this is helping more advertisers – and more large brands – put a greater share of dollars online,” David Hallerman, eMarketer principal analyst, said in a release.
TV advertising will continue to attract the most investment from businesses. In 2012, eMarketer pegs more than $64 billion in spending on TV ads, compared to the $39.5 billion for the web. By 2016, though, the gap will likely shrink, with an anticipated $72 billion heading toward TV and $62 billion dispersed among different web channels.
More companies are seeing their web presence have truly positive impacts on their businesses, leading to the increased investment. Brafton recently reported that 74 percent of consumers said they conduct substantial research on the web before making purchases in stores.