Online marketing spend in the UK rose for the second quarter in a row, according to figures released by the Institute of Practitioners in Advertising.
During the fourth quarter of 2009, online search marketing budgets were up by 11.5%, with internet advertising budgets rising by 10.4%. Direct marketing spend nudged up 2.2%, but outlay on media and sales promotion dipped for the ninth consecutive quarter.
The figures suggest that companies - many of which turned to digital direct marketing as a cost-effective and measurable channel during the recession - are unlikely to lose their emphasis on online marketing. Instead, organisations are increasingly likely to integrate their online and offline marketing activities.
The IPA Bellwether report was compiled from data sourced from approximately 300 marketing professionals.
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