Respondents believe overall advertising spend will decline 5% this year, but expect 5% growth in interactive advertising, as well as their businesses. Most online categories got the nod, particularly word-of-mouth, social media, search, mobile marketing and behavioral and contextual marketing.
In fact 77% expect word-of-mouth/social media marketing to grow in 2009, compared with 76% for search marketing, 75% for mobile marketing and 70% for behavioral/contextual marketing. Some respondents noted pessimism about display advertising, suggesting "banner ads will become pure commodity." --Laurie Sullivan