Online marketing migration,

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, 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.Firms will continue to shift to online advertising channels during 2010, one industry expert has claimed.According to Tim Norman, sales director at SDL Tridion, the accountability of email marketing messages and HTML email newsletters helps to explain their popularity.He told UTalkMarketing that it is easier to measure click-through rates and website visits than when offline adverts are used.In addition, Mr Norman said firms will concentrate more on ensuring their websites match their brand quality – with the use of images to be monitored more closely in particular. "The industry is moving at an ever-increasing pace - there will be a hunger to discover new and exciting things to attract, engage and convert consumers," he added.According to research conducted by the European Interactive Advertising Association, 94 per cent of marketers expect online spend to increase over the coming year.Email marketing is continuing to thrive because of its flexibility, accountability and ability to drive revenue, one expert has claimed.According to Alison Fennah, executive director of the European Interactive Advertising Association, the recession has made it all the more important for firms to use their marketing budgets wisely.She suggested that since online advertising has "an ability to offer brands a robust return on investment", it can be a valuable asset.Ms Fennah commented: "Online advertising is further consolidating its position as the medium of choice for marketers across Europe. "Marketers still seek innovation, with new formats such as mobile evolving and helping interactive media to emerge strongly as we look forward to the upturn." Writing for DMNews.com, Douglas Quenqua recently claimed that the majority of firms are aware of the benefits of email marketing and HTML email newsletters.Firms will continue to shift to online advertising channels during 2010, one industry expert has claimed.According to Tim Norman, sales director at SDL Tridion, the accountability of email marketing messages and HTML email newsletters helps to explain their popularity.He told UTalkMarketing that it is easier to measure click-through rates and website visits than when offline adverts are used.In addition, Mr Norman said firms will concentrate more on ensuring their websites match their brand quality – with the use of images to be monitored more closely in particular. "The industry is moving at an ever-increasing pace - there will be a hunger to discover new and exciting things to attract, engage and convert consumers," he added.According to research conducted by the European Interactive Advertising Association, 94 per cent of marketers expect online spend to increase over the coming year.