New figures have suggested that a significant proportion of marketers intend to increase spending on Web 2.0 and house list-based email marketing campaigns to combat the effects of the downturn.
About 48 percent of those surveyed by MarketingSherpa said they were looking to spend more on both platforms during the slowdown, while 20 percent revealed that they were reducing Web 2.0 investment and 14 percent indicated a drop in email spending.
The research also showed that 27 percent of marketers were planning to increase expenditure on paid search engine marketing, while 33 percent said they intended to reduce spending.
"Not surprisingly, house email and Web 2.0 are getting high attention; both are relatively low-cost and the former, at least, has proven ROI," MarketingSherpa commented.
A recent poll conducted by the Online Marketing Blog showed that 36 percent of businesses intend to increase spending on search engine optimization in the next six months.