The recession is providing a boost to internet marketing and helping to cement its position as a top advertising medium, according to one expert.
David Hallerman, a senior analyst at eMarketer, said internet marketing was gaining popularity well before the recession.
However, he claimed that the economic downturn is now reinforcing this new advertising model and causing it to become more established.
"Digital marketing offers compelling benefits, especially for cash-conscious companies," he explained.
Indeed, he pointed out that the results of web advertising can be more easily measured than those of most traditional media, which can lead to higher returns on investment.
Mr Hallerman added that internet marketing allows companies to break down consumer resistance to their ads by linking them to user interest and presenting them on search engine results pages.
Eva Berg-Winters, assistant director at PricewaterhouseCoopers Strategy, said recently that internet marketing is likely to perform well this year compared to other forms of media.