In 2009 companies will continue to invest significantly in online marketing, but less than half (47%) of marketers use analytics to measure their campaigns, according to a recent survey by Alterian.

Online marketing investment is predicted to increase for the 6th year in a row as organizations begin to look to social networks as well as email, SEO and pay-per-click advertising. A quarter of marketers said measuring results are the hardest part of any campaign.

“With the current economic climate, it is refreshing to see results that show businesses investing in areas that can directly drive sales – essential in this market,” said David Eldridge, CEO Alterian.

“What is less encouraging is the low number of marketers who use analytics to evaluate and refine their campaigns.”

Online direct marketing is on track to see healthy growth this year, with 62 percent of organizations citing planned increases in budgets.

“Multichannel marketing is commonplace in 2009, but the challenge for marketers is to measure the value and draw results across these various systems in order to provide a true picture of ROI back to the business,” said Eldridge.

“This seems to be a tough challenge for many organizations as they continue to market in the dark.”

One-fifth of respondents claimed their Web site was only “basic” and not the center of its marketing activity, but with increased investment predicted in online marketing channels, companies need to better understand the importance of the Web site in establishing its online presence.

“Marketers must not forget that their own website is the destination that many of their activities drive customers and prospects to, and they need to be extracting the maximum value this cornerstone of any forward-thinking company’s marketing activity,” said Eldridge.