The company’s sixth “Alterian Annual Marketing Survey” found that online campaigns involving social networks, e-mail and pay-per-click advertising will increase this year, as 38% of respondents said they planned to increase budgets. Only 20% said they planned to decrease their online marketing budgets.
The study found that only 47% of respondents use analytics to measure their online campaigns.
Alterian polled 1,545 marketers, agencies, marketing services providers and systems integrators in U.S. and U.K. for the study. The survey was conducted online and in-person in October and November.