Internet marketing 'set to grow' amid advertising downturn
Internet Marketing
14 July 2008
Spending on internet marketing will increase for a fifth of UK businesses in the coming months, according to a new report.
The Bellwether report from the Institute of Practitioners in Advertising suggests that 19 per cent of British companies are set to up spending on online marketing, despite cutbacks elsewhere in the advertising sector.
Lower profit levels are also likely to result in further cuts later in the year, according to the publication, together with the rising costs and sales slowdown that have seen UK firms slash advertising expenditure in the last two quarters.
However, Anthony Wreford of Omnicom Europe told the Guardian that this may not necessarily be the case for online marketing.
"Internet spending will continue to grow as more clients see the importance of this form of communication and the ability to use this medium, like PR, in a tactical context," he explained.
Meanwhile, the International Herald Tribune recently highlighted the relative ease with which marketers can monitor the effectiveness of their internet advertising efforts as one reason for the growing popularity of the sales channel.
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