Trade support communications includes legacy & digital spend for experiential/event marketing, social marketing, branded entertainment/product placement, business-to-business media, public relations, and custom publishing/site development/native content. Jack Myers TomorrowToday forecasts that social marketing spend will increase by $14 billion/year from 2017 to 2020, becoming the leading trade support spend category in 2018. During the same time-period, annual experiential/event marketing is expected to grow by $2.3 billion/year. By 2020, these two consumer focused categories are forecast to account for over $55 billion in annual trade support communications spend, up from $16.3 billion in 2017. Marketers are increasingly investing in trade support communications options that deliver more direct consumer connectivity.