Thursday, 12, Jun 2008 12:20
More than half of the average marketer's budget is now dedicated to online marketing, while offline spending has dropped, a new report reveals.
A study commissioned by Clash-Media and carried out by E-consultancy has found that, while the amount spent advertising through offline methods has fallen, more than 70 per cent of firms now use search engine optimisation, paid search and email marketing.
Luke Pursey, UK managing director of Clash-Media, commented that the results illustrate how the advertising market is changing.
"Organisations have lessened their use of marketing methods such as postal, telephone and radio, in favour of online methods," he explained.
Businesses should use a combination of marketing tools as no one tactic on its own is ever completely effective, Mr Pursey added.
Earlier this month, the Interactive Advertising Bureau Europe reported that online advertising in Europe rose by 40 per cent last year.
The research, which was analysed by PricewaterhouseCoopers, showed, in 2007, 11 billion euros were spent on marketing to Europeans through the web.