Online marketing channels have been predicted to be extremely successful to the advertising industry. Advertising could see online marketing take off rapidly, which is mostly down to the recession.
Digital media expert at PricewaterhouseCoopers, Eva Berg-Winters said: “I think online will continue to play out its strengths in terms of measurability and accountability.” She believes online marketing is “more convincing” than other mediums, which makes it more attractive for companies to invest in.
Recent research from ZenithOptiMedia projected that the internet’s share of advertising expenditure will rise from 12.4 per cent in 2009 to 16.2 per cent in 2012. It also reported that paid search had grown by 15 per cent in 2009, driving nine per cent growth in internet advertising overall.
Key focuses of email marketers in 2010 are to integrate marketing channels and improve customer engagement, according to email marketer Tink Taylor. He also believes that online marketing is becoming increasingly important, especially since studies have shown that social media users are more likely to open more emails. He said: “People have now realised the benefit of linking social media with email and that is going to be a trend that will continue.” He said email service providers like Hotmail, are carrying out in-depth profiling of user engagement as well, stating: ”If they detect that you are never opening or reading an email they’ll move it, so marketers have got to make sure the emails they are sending are interesting and engaging”.
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