CIMA sees interactive marketing stabilizing

The Chicago Interactive Marketing Association (CIMA) found that its members expect budgets for interactive marketing to grow by 8.3% within the next twelve months,...

The Chicago Interactive Marketing Association (CIMA) found that its members expect budgets for interactive marketing to grow by 8.3% within the next twelve months, up from the 5% expected growth the members reported in a survey earlier this year. CIMA's seventh semiannual Interactive Marketing Survey was released last week, and it also found that the industry was rated at a 3.39, out of 5, when looking at the industry's economic health.

Jen Brady, CEO of Fred & Associates and VP of marketing for CIMA, said timing of the survey is a factor in how respondents view the industry.

"There was a lot of uncertainty at the beginning of the year, but we saw during the summer and heading into the fall and 2010 planning, people are still forging ahead and that's interesting to see," she said, noting that CPGs and companies like GM were still active in advertising, marketing, and communications.

Another interesting fact from the survey was that consumers are looking beyond Google, and using sites such as Facebook and Twitter when it comes to looking for information and research.

"Instead of having to navigate through multiple categories on Google, [consumers are] going on Twitter or LinkedIn or other social mediums," Brady said. "You can ask a question and you have your trusted circle of colleagues that can provide some feedback too."

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