New global research by Econsultancy and ExactTarget has revealed that 66 per cent of company marketers intend to spend more on internet advertising this year compared with 2009.
These firms will up their digital expenditure by 17 per cent on average over the course of 2010, meaning that online marketing will represent almost one quarter of all advertising spending this year.
Almost three in ten marketers are moving funds from traditional marketing channels to digital ones.
The most popular advertising medium in terms of maximising return on investment was found to be paid search, with 54 per cent of respondents stating that they were able to measure the effectiveness of such ads.
Almost two thirds of businesses say they intend to spend more on onsite social media, while 64 per cent are looking to boost search engine optimisation efforts and 56 per cent want to invest more in mobile marketing.
Morgan Stewart, director of research and strategy at ExactTarget, comments: "The shift from offline to online is in full swing as marketers look to measure direct increases in top line sales, site traffic and improve overall marketing return on investment."
Total internet advertising spending will surpass £3.5 billion in the UK this year, according to a forecast from eMarketer.
