online marketing use increasing
Monday, 14, Jul 2008 11:00
Internet marketing is the "bright spot" in the advertising world, according to a new report.
The latest IPA Bellweather report showed that while marketing budgets as a whole had decreased, online marketing was still growing.
According to the survey, in the second quarter of 2008 19 per cent of companies reported a rise in their internet promotion budgets and 12 per cent revealed they had cut their spending on this area.
That is compared to the 15 per cent of firms reporting a rise in overall budgets and 27 per cent showing a decrease.
President of the IPA Moray MacLennan advised firms to experiment in their marketing techniques, telling businesses they should "strive for even more original and innovative solutions so they can buck the trend".
Speaking to the Guardian, deputy chairman of Omnicom Europe Anthony Wreford said advertisers would up their online marketing budgets when they recognise the importance of the medium.
According to Research and Markets, promotion on the internet is changing the way consumers interact with advertising by introducing more personalised adverts and one-to-one communication.
