Performance-based marketing campaigns will see the most success in the online world this year.
This is the suggestion of JP Morgan analyst Imran Khan in a new report, Nothing But Net.
Such strategies include pay per click services and lead generation, which have already been growing significantly in the recent past, the expert explained.
In the UK, performance-based marketing makes up 85 per cent of all spending on internet advertising, Mr Khan noted.
He added: "In 2009, we think the display advertising market will be very tough and faced with declining CPMs. Search will likely still be a winner."
This comes after an eMarketer report predicted that US spending on search marketing will see double-digit growth until 2013.
David Hallerman of eMarketer claimed that while search is not entirely immune to the negative effects of the economic downturn, it can be said to be "recession-resistant" and as a result will grow by 14.9 per cent this year.