Online marketing 'better than traditional'

Online marketing is performing better than traditional media, an industry expert has suggested.

This year, in the light of the economic climate, many budgets will be cut and there will be a focus for marketers to get the best from "proven strategies", explained eMarketer.

In America, advertisers are already transferring millions of dollars from print and broadcast media to the web.

A similar trend will be seen in the UK this year as it allows businesses to measure performance and cost effectiveness.

Karin von Abrams is a senior analyst for eMarketer.

She said: "Many forms of online advertising, such as paid search and email marketing, rank high in terms of accountability and return on investment."

According to Jeanniey Mullen writing for ClickZ this week, subject lines in HTML newsletters can be the "secret to success" for businesses.

Before an email is sent, marketers should double check that the heading will catch the attention of the recipient by matching their frame of mind, she advised.