Online marketing budgets to grow, study says
Three quarters of online marketers intend to increase their budgets next year, according to a new survey from BtoB magazine.
Online marketing chiefs are more positive about spending for next year than marketing executives as a whole, with almost 76 per cent expecting to increase online marketing budgets compared with just 63 per cent for total budgets.
The positive attitude to online spending is also an improvement on last year's survey, when 72 per cent said they planned to increase their online ad spend.
"We track how our customers consume business information closely and have found that they are evolving their preferences as innovative new capabilities hit the mainstream," Scott Anderson, director of enterprise brand communications at Hewlett-Packard, told the magazine.
"With broadband availability, adoption of social media, the mobile workforce and a number of other trends, times are clearly changing and we're responding in kind," he added.
Websites are expected to dominate online marketing spending, making up 32 per cent of budgets compared with 22 per cent for email marketing and 19 per cent for search marketing
