Of those planners and buyers who will be moving more money to digital venues, many will be doing so at the expense of direct mail (49%), newspaper media (35%), and magazines (28%).

As reported by Mediapost this morning, the new “Forrester Interactive Marketing Forecast” expects tremendous growth in digital media spending, nearing $55 billion in 2014 or 21% of overall marketing spending. The poll of 204 marketing executives discovered that the recession is accelerating the rate at which money is moving from traditional media, even TV, to the Web. Part of the shift involves an overall search for efficiency as marketing budgets generally contract over the next few years.

Marketers were most optimistic about the prospects for social media, online video, search engine optimization, mobile, paid placement in social media, email, and paid search. Both social and mobile media will enjoy the greatest rates of growth.

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