A majority of online marketers (73.6%) believe online advertising revenue will increase this year and nearly all (93.6%) plan to raise the amount they spend on digital marketing channels, according to a direct marketing association survey.
The survey also found that more than 50% of respondents have optimized campaigns based on audience measurement analytics, and more than 80% plan to do so this year and beyond.
Regarding the perceived performance among digital channels, marketers indentified e-mail (40%) and search (23.2%) as the strongest response channels, according to the survey.
In addition, 93.6% of survey respondents believe the digital budget allocation will increase either steadily (75.2%) or greatly (18.4%) as 2014 approaches.
In contrast, more than half of the individuals surveyed (58.4%) plan to either reduce or flat-line their offline marketing budgets.
The survey polled more than 5,000 marketing executives from Fortune 500 companies, publishers and advertising and media agencies
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