Due to the financial crisis and resulting recession, small businesses are reluctant to invest into expensive marketing channels and prefer more cost effective tools, especially the digital ones.
A new research from Ad Age shows that digital marketing has grown in it’s prevalence among the advertisers. According to the report, digital services were #1 generator of U.S. advertising revenue in 2010, accounting for a total of $8.5 billion. This constitutes 28% of the market share. In 2009 this share was 25.9%.
“Fundamentally, I believe that anything that’s not digital will soon be digital or soon be very, very unimportant,” Omnicom President and CEO John Wren told Ad Age.
The research analyzed more than 900 advertising and marketing services agencies to arrive at the results.