Here’s a graph from Forrester Research that should help you plan you marketing budget for next year.
To put these numbers in perspective to today, Forrester tells us that by 2016 the $76.6 billion spent on Interactive is equal to what is spent on television advertising this year.
Search and display make up the bulk of the spending today and will continue to be the biggest players into the future.
The takeaway is as you start to setup your budget for next year you should be spending about 20% on Interactive and your dealers should be doing the same, if not more depending on what they spend on local television today.
Does your ad builder/marcom portal reflect the move to digital? Or, are you still providing just printed material? The good news is that the technology is here today to do both.