Trends Report

Consumer Goods Interactive Spend Outpaces Other Industries'

April 7th, 2010
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributor:
Jennifer Wise

Summary

Consumer product goods (CPG) companies are expected to grow their interactive marketing spend by a 22% compound annual growth rate (CAGR) — more than any other industry. This shift occurs as marketers seek to combat recessionary effects, further engage consumers, and embrace Adaptive Brand Marketing. To scale interactive programs, Forrester recommends that consumer goods firms automate and set program standards.

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