Commitment to online marketing spend has increased dramatically over the past year, according to the results of a survey carried out by the Online Marketing show (OMS), which takes place at the Business Design Centre, London on 26th - 27th June.
One in five respondents now spend more than half of their total marketing budgets online - almost double that of the previous year. This is good news for agencies with 47% of respondents indicating they plan to work with a digital agency in the next 12 months.
61% of those surveyed indicated that online marketing provides the most accountable return on investment than any other form of marketing spend. Despite this, the greatest educational need amongst respondents was effective tracking, and 40% of respondents said they were having trouble integrating their offline and online marketing.
Email marketing, banner advertising, paid search and search engine optimisation were the key areas of investment in the past year, with social media and online PR bursting onto the scene, accounting for more investment than mobile and iTV channels.
Social media and online PR were citied as focus areas for investment (by over 50% of respondents) in the upcoming year. Replacing mobile and SEO, which came top last year.
The OMS study, which surveyed guests who will be attending the 2007 show, follows research carried out by the Internet Advertising Bureau which saw digital marketing continue to grow, breaking the £2bn mark for the first time.
Sally Pugmire, Event Director for Online Marketing 2007 comments, "We've been overwhelmed by the commitment to online shown in the survey results. Marketers are taking areas such as social media, online PR, SEO and paid search very seriously when considering their budgets."
Pugmire continues, "The event is a great way to find suppliers and solutions to help build and integrate marketers' online and advertising knowledge."
London To find out more about the latest online developments in marketing and advertising and how to effectively integrate online with offline, visit OMS, on 26 - 27 June at the Business Design Centre, Islington, London. Visit www.onlinemarketingshow.co.uk to register to attend for free, apply for a press pass, an up-to-date exhibitor list or to view the Conference Programme.