Digital advertisers could benefit from increasing their marketing campaigns during Christmas as new research has revealed that 85 per cent of shoppers are planning to either maintain or increase their internet-based purchases during the yuletide season.

Findings from eBay Advertising’s survey into more than 5,000 European web consumers have indicated that 37 per cent plan to shop more online than in 2008, irrespective of the economic climate – suggesting that those involved in online marketing services may do well to implement further promotional strategies.

Director of advertising partnerships at eBay Phillip Rinn observed that "understanding how to engage" with people on the web is essential for achieving success in the marketing field.

He went on to say that "online shopping is a varying and developing behaviour" and brands need to comprehend motivations behind purchases.

Earlier this month, Cheryl Swanson of Toniq advised companies to establish emotional connections with the public in order to drive traffic to their sites.

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