The story of two decades of marketing communications change is, in a word, digital. Between 2000 and 2010, annual legacy/linear marketing communications spend declined by $4 billion while annual digital marketing communications spend grew to $39.3 billion: 6.8% of total U.S. marketing communications spend. Jack Myers TomorrowToday forecasts that, between 2010 and 2020, annual total marketing communications legacy/linear spend will decline by $190 billion. Annual digital marketing communications spend is expected to reach $245.8 billion by 2020: 41.2% of total U.S. marketing communications spend. By 2021, digital marketing communications spend is expected to represent 50% of total U.S. marketing communications spend.
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