Creativity in online advertising, social marketing and multi-channel tracking are, according to the performance agency eprofessional and their survey of 80 online marketing experts, the most important trends in online marketing in the next 12 months.

Ranked in positions four and five are re-targeting and location-based mobile marketing and advertising, while hybrid TV/IPTV and real time bidding are apparently still not relevant at the moment.

Corresponding are the answers to the question what would be the biggest challenges: 44% of the respondents consider the monetization of social media traffic and multichannel tracking as particularly important. For more than a third (36%) the complexities of online marketing is very challenging as well as dealing with the skills shortage in the industry which ranks in fourth place (30%), ahead of multichannel advertising strategies (28%).

By Daniela La Marca