Study: Online marketing spending gains, but measurement lags

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090126/FREE/901269997/1078/newsletter011

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.