Online marketing will be 'central to success' in near future

Over 90 per cent of Fortune 1000 marketing campaigns will include online marketing by the end of 2011 - a drastic jump from 50 per cent in 2009, according to Gartner.

It was asserted that customer relationship management (CRM) may be the best response to the expansion of the internet, as it can address branding, advertising and "contextual, community and transactional marketing".

Adam Sarner, research director at Gartner, said: "Being online gives marketers greater access to response attribution metrics to help determine what is working and what isn't working in a campaign."

It was added by Gartner statistics that marketers will see a ten to 20 per cent saving in marketing communication budgets by focusing on the precise attribution metrics for campaigns - something achieved through SaaS.

Earlier this week, Gartner concluded that Facebook will be the top social network in all but 25 countries of the world, including markets such as Brazil, Russia, China, India and Japan.

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