Before you consider investing in another radio campaign or newspaper ad, consider the following forecast that Forrester Research recently released on interactive marketing expenditures. They predict that interactive marketing channels such as search marketing, social media, and mobile advertising will increase from 12% of organizations total marketing expenditures in 2009 to 21% in 2014. Search engine marketing expenditures are anticipated to increase by 205% in the next five years and will continue to capture the largest portion of interactive budgets. Social media expenditures are ...

Recently I was taking an inventory of the integrated marketing tactics we had stockpiled in our arsenal. Engaging Web site - check. Social media - check. Email campaign - check. Print material - check. White paper.....wait, what? Major uncheck. So I began to do some research with the help and guidance of the marketing experts at Spearhead. They reinforced what I had been learning about white papers and their role as a marketing tool. A well-written white paper in the B2B world can help establish your credibility or expertise in area and provide valuable information to the reader. White ...