Open media (blogging and podcasting) is expected to be the fastest growing field of internet marketing, overtaking search marketing which took top position in 2006, according to an M&A growth survey from WKS Results.
The industry as a whole continues to expect strongest organic growth in the digital sector (66 per cent), followed by database marketing (45 per cent) and direct marketing (34 per cent), according to the survey results.
Specialist digital businesses will be the primary focus for M&A activity; followed by database marketing and direct marketing, according the respondees from some of the UK’s biggest comms companies.
Mandy Merron at WKS said, “A number of established businesses are working hard to develop digital expertise and this survey suggests they are right to do so, although there is still a strong market for growing, profitable businesses with strong management from any discipline.”
In more detail, 34 per cent of the M and A specialists expected open media to see the fastest growth in the open media sector, compared to 22.8 per cent last year.
Meanwhile, 19 per cent predicted growth in the online advertising and media planning sector, 16 per cent hedged their bets on the mobile marketing sector and only 15 per cent had growth hopes for the interactive TV sector this year.
Most tellingly, only 15 per cent of the group predicted a growth in the search marketing sector (compared with 26 per cent last year).
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