Direct marketing is increasingly going online, an expert has said.

Speaking at an Internet Advertising Bureau business-to-business marketing forum, editor of B2B Marketing magazine Joel Harrison explained that direct marketers are becoming more cynical about traditional media and more aware of new technology.

He said: "Direct marketing is shifting in its role and we’ll see digital channels coming to the fore."

The prediction came shortly after Alterian conducted research indicating that 62 per cent of companies intend to spend more on online direct marketing this year.

A "revolution" based on internet marketing methods will soon sweep the direct advertising sector as businesses become increasingly focused on measurement, return on investment and new customer engagement methods, Mr Harrison suggested.

This shift towards internet marketing has its roots in some of last year’s online trends, such as the continuing dominance of Google in the search base and the rise of social media and blogging, he said.

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