The shift to interactive marketing continues

according to this latest study by

Forrester: Interactive Marketing Spend to Surpass $61B in Five Years. This is a considerable amount and what is even more significant is that the leading category by a wide margin is travel & hospitality with $ 8.7 billion spent in 2007.

This tells me that any organization in our industry not focusing as a priority on interactive marketing to generate business is missing a great opportunity for effective and highly measurable marketing.