Internet marketing is likely to perform well this year in comparison to other forms of media, which may suffer during the recession.
This is the view of Eva Berg-Winters, assistant director at PricewaterhouseCoopers Strategy, who claimed the internet will be the most successful advertising platform in 2009.
She acknowledged that the months ahead will be difficult for all of those involved in advertising, but insisted that due in part to its "accountability and measurability", the web will stand up to economic difficulty.
And she added: "People are sending more time online, especially during the week but also on the weekends. Our media consumption is changing and that is of course also driving ad dollars."
According to the latest Marketing Trends Survey from the Chartered Institute of Marketing, one in ten marketers are optimistic that the UK economy will pick up in the next 12 months.
Seven out of ten said they thought economic conditions would worsen over the year ahead.