16 August 2010 15:05
The internet is now a key platform for marketing across the majority of brands, it has been claimed.
Karin von Abrams, senior analyst at research and analyst firm eMarketer, said that the web has taken a central role in promotional activity.
She added that it has become clear that digital channels and social media are crucial when it comes to reaching target audiences.
"Every brand or business can benefit in some way from building awareness online, or from rethinking its business processes to make full use of digital channels," Ms von Abrams observed.
"Advertisers in the UK have also made great strides in cross-media marketing, and the expertise in this area is growing all the time."
In March, a report from eMarketer revealed that companies spent more than a tenth of their online marketing budgets on social media in 2009.
Nineteen per cent of their online marketing spend went towards email channels last year, the study showed.
Posted by Stanley Jack
