The End of Browsing?

Internet time may have peaked for consumers, according to Forrester findings reported in Ad Age today. As people become more savvy about using the Web as a tool to quickly find what they want, casual surfing is on the wane. Search and email continue to be staples for online reach, but increasingly marketers will need to understand their audience better to offer meaningful interactions across multiple channels.

Interactive Marketing to Gain Share of Spend

Forrester research reveals the recession is a tipping point shifting the ad industry away from traditional mass media to interactive marketing. Their article in Ad Age says ad budgets won't grow much over the next 5 years, but the share spent on digital will grow from 12% in 2009 to 21% by 2014, increasing pressure on less effective and less accountable offline channels.