Online investment, innovation will continue, Adobe says

Investment and innovation in online marketing will continue during the tough financial conditions facing companies around the world, predicts Adobe Systems.

In its annual Adobe Scene7 survey, the firm details how online businesses will be focusing their online investments in new rich media, merchandising features, social networking and personalisation applications.

More than 90 per cent of those questioned say they will invest in new technologies to ensure their brands and products stand out online, explains Doug Mack, vice-president of consumer and hosted solutions.

“Web marketing continues to be an area of investment and innovation because in challenging economic times it can deliver high-impact marketing programs that can be easily and immediately measured,” he adds.

Firms say they will introduce features such as blogs, comments, circulars and podcasts, using clicks and conversion rates to measure the effectiveness of their marketing campaigns.

The Federation of European Direct and Interactive Marketing also expects performance-based marketing to be a focus for firms during the recession.

It says that during the last recession, direct marketing increased by 12 per cent and believes a similar trend will be seen during this downfall.