UK leads Europe in online marketing
- Added:
- Nov 30, 2001
Over 70% of the UK's senior marketers conduct online marketing campaigns, marking a 4.23% increase as a percentage of total marketing budget in the past year.
Across Europe, the past 12 months saw a 3.14% increase as a percentage of total marketing budget.
More than 3,000 marketers across six different European countries were polled for the study, conducted by Ecom Interaction and Benchmark Research for marketing solutions firm DoubleClick.
It found that that the most popular form of marketing was email, with 58% of UK marketers preferring that to banner advertising.
In Spain 66% of marketers include online in their plans compared with 43% in Germany, 34% in Scandinavia, 31% in Italy and 21 % in France.
It also showed that those who've never used online marketing before are starting to realize its potential with 53% saying they will include the medium as part of their strategy in the next year.
This research will lend further encouragment to the sector and follows a report earlier this week by Incorporated Society of British Advertisers (ISBA) and Advertising Research Consortium (ARC) which showed that two-thirds of the UK's major advertisers have advertised online and half of those are set to increase their budgets next year.