According to one leading analyst, the web is taking on a “central role” in the marketing strategies of nearly all brands.
Karin Von Abrams, who works for eMarketer, said that UK firms have already made giant strides in adopting cross-channel campaigns, while agencies are increasingly adept at producing integrated strategies that combined internet marketing services and TV or mobile to drive customer engagement.
She said: “It is now clear that 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.”
Figures published last week by Nielsen revealed that global spending on advertising rose by 12.5% year-on-year during the first quarter of 2010 to stand at £65.4 billion. Investment in internet marketing also rose by 12% over the same period.
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