Firms 'set to invest in online marketing'

The economic recovery is set to bring about a significant rise in online marketing spend, a new study has indicated.

According to research conducted by the European Interactive Advertising Association (EIAA), 94 per cent of professionals expect investment levels to increase in areas such as email marketing.

Marketers predict a 7.6 per cent year-on-year rise in online advertising spend in 2010, with a 15 per cent increase expected for 2011.

EIAA reports that email marketing has risen in popularity during the second half of 2009, with 61 per cent of interviewees investing in this area.

Behavioural targeting, advertising networks and affiliate marketing have all been major growth areas, the study claimed.

Earlier this month, Curt Bloom, president of smartFocus International, described email as a non-intrusive channel that can be highly tailored to user demands.

Written by Mark Hainsby