A study undertaken by Collins Stewart has said it believes search, lead generation, email website marketing and online video advertising are likely to grow above the industry average over the next two years.
However, the company warns it is cutting its estimates for online advertising growth over the same period in the US – from 18.4 per cent to 10 per cent over 2009 and 20.6 per cent to 14.7 per cent in 2010.
Collins Stewart adds it predicts US e-commerce sales growth over the next two years will drop from 12 per cent to five per cent in 2009, with eight per cent predicted for 2010 – six per cent lower than previously estimated.
The organisation lists current macro factors that are impacting e-commerce, noting negative gross domestic product globally, along with cut down internet advertising budgets and the associated secular trends have been noted.
A changing retail environment is also proving a challenge, Collins Stewart adds, as well as fewer financial advertisers, weak trends in display advertising and slowing demand for sponsored ads in search engine marketing.
In other news, a Shape the Future study has revealed businesses intend to rise budget spending on promotion over the next year.
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