New technology will be the key to driving internet advertising next year, as the sector strives to profit despite difficult market conditions.
Online Marketing Trends in 2009, published by digital consultancy Strange, suggests that the industry will be driven by technological advances as well as developments in web browsing. Keyword inflation is expected to be at high level, while mobile advertising and social media have also been predicted to expand significantly.
With the economic downturn taking its toll on both customers and marketers, Strange suggests that qualitative analytics and conversion optimisation will grow in importance, as consumers change their behaviour and companies demand more return for their investments.
Managing director of Strange, Paul Honey comments: "2009 is going to be an interesting year, but recognising trends is only half the story - our role is to help businesses thrive in a changing environment."
A recent study by eMarketer forecast that 70 per cent of the UK population would be regularly accessing the internet by 2012.
