Online marketing research company eMarketer has revealed that there will be a 12 per cent increase this year in the amount of money spent on online marketing worldwide.
Analysing international figures on online marketing for the year to date, eMarketer said that it expected the total spend to come to $61.8 million – and to increase to a massive $96.8 billion by 2014.
It said that this would represent a year-on-year increase of 11.9 per cent, in spite of the faltering international economy. In 2009 the internet’s total share of the advertising market was just 11.9 per cent, but by 2014 it will stand at 17.2 per cent, eMarketer added.
Worldwide, there was a 10.5 per cent fall in the amount of advertising spending, to just $465.1 billion last year, but online marketing budgets increased by 2 per cent last year to $55.2 billion.
The company argued that this was down to the excellent value for money and effectiveness of online advertising.
“The recession has propelled online advertising by forcing marketers with limited budgets to make every dollar count,” said eMarketer analyst Jared Jenks.
Internet search giant Google agreed. The company has long insisted that more and more advertisers are opting for online marketing because their impact can be better measured than those in traditional forms of media.
last month, Google said that it was delighted with increased revenue from advertising throughout all commercial sectors, thanks to a growing number of brands embracing SEO advertising and running integrated campaigns across a number of platforms.