Marketers are starting to pay more attention to mobile platforms with 45 per cent of marketers citing mobile marketing and apps as a major growth area in 2011. In a sign of the ongoing strength of the online advertising sector, a third are planning to continue investments in affiliate marketing (33 per cent) followed closely by investments in ads on personal social networks (31 per cent); online video advertising (30 per cent) and sponsored search engine links (30 per cent).

The figures come from a study carried out by affiliate network LinkShare, which surveyed 100 marketing professionals during the recent Technology for Marketing & Advertising exhibition in London.

Measurement and ROI continue to be major themes for marketing activity in 2011, with 59 per cent of marketers indicating this is a key area of focus. A further 57 per cent will be paying increased attention to delivering targeted campaigns, rather than using traditional mass marketing techniques. For a third (33 per cent) budget cuts are expected to limit company marketing activities and as a result, a fifth (22 per cent), believe companies will need to become more efficient as a result of these cuts.

Following the recent VAT increase, the research also drills down into marketers’ perspectives on what impact the rise is having on consumer behaviour. The results are mixed; while 38 per cent felt consumer purchasing habits were unaffected, 25 per cent felt the VAT rise has had a very significant impact on behaviours, followed by a further 24 per cent who had noticed a minor change, but one not as dramatic as that caused by the recession.

“The research paints a very positive picture for the marketing industry in 2011,” says LinkShare UK managing director, Liane Dietrich. The marketing sector is on the cusp of entering a new phase of growth, with mobile marketing and investment in apps set to lead the way. It’s also encouraging to see that targeting, measurement and ROI continue to be strong themes amongst UK marketers, and certainly echoes sentiments from the conversations we are having with our own customers. We are also pleased to hear that affiliate marketing is becoming a core part of many digital marketing initiatives and we are now focussed on helping to educate our client base on how more advanced affiliate marketing techniques can be used to help boost customer acquisition and improve the bottom line of a business in light of these trends.”