Online marketing 'boosting the advertising industry'

11:18 18th January 2010

Growth in the use of online marketing is helping the advertising industry recover from the recession, new figures have suggested.

In news which suggests high levels of interest in web-based promotions, the Bellwether report from the Institute of Practitioners in Advertising (IPA) revealed that extra money is set to be pushed into online promotions in 2010.

The study also revealed that one in four companies cut their marketing budgets in the last quarter of 2009, with the rate of decline in industry-wide spending reaching its slowest rate in around two years.

Andy Viner, head of media at BDO, said: "There are a number of indicators to demonstrate that confidence is returning, with companies being upbeat about their own sectors and their corporate performance.

"Marketing budgets in 2010 are now set to grow ... the spend in areas such as online advertising are due to increase."

Recent research by the Direct Marketing Association revealed that 51 per cent of consumers have expressed an interest in receiving email promotions about companies they are familiar with.

However, the same study revealed that marketers think just 28 per cent of consumers would be interested in the channel.

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