August 1, 2005, 12:00 AM

Where online marketing is going

A new Forrester report: online ads up, offline down

The Internet is no longer a medium where it`s nice to have advertising. Today, a web presence is required. But there`s a lot of uncertainty among marketers and the vendors and web site owners who sell services and online space to marketers about the direction of online marketing and the effect that online will have on offline. Forrester Research has just released a report with a fascinating amount of detail about what`s catching marketers` eyes, what they think will work and what won`t work and where they expect to be spending their online ad dollars in the near future. Forrester`s "U.S. Online Marketing Forecast: 2005 to 2010" sums up the future in its subtitle: "Dollars will follow consumers online, driving spending to $26 billion by 2010." Here are a few highlights from the 23-page report:

 

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