As I am speaking to Tourism organizations yesterday and today in Florida I am talking about budget allocation and where the Interactive budgets are allocated. Take a look at these predictions by Forrester Research:

• Interactive marketing spending in the US expected to triple over the next 5 years, reaching $61 billion by 2012
• Search marketing will triple in 5 years, reaching $25 billion by 2012
• online video ads will increase by 72% to reach $7.1 billion by 2012
• Spending on social media will grow to $6.9 billion

(Forrester Research, US Interactive Marketing Forecast 2007 to 2012)

With this kind of spend and the fact that there are only so many proven ways to really get ROI on the spend, it becomes critical that any organization really fine tune and continually test their online strategy and tactics for return on investment. I always have said, "you can't manage what you don't measure".

Till next time....

Leah Woolford CEO, USDM.net