Businesses 'rate online marketing as vital'

11:47 4th February 2010

Companies across the UK regard online marketing strategies based on social media as vital to their operations, according to new research.

The study by the Internet Advertising Bureau's (IAB's) Social Media Council revealed that 88 per cent of UK brands rate social media as important to their business.

It also found that a third of advertisers plan to allocate between six and 20 per cent of their digital marketing budgets to social media in 2010, compared with 14 per cent in 2009.

Only seven per cent of businesses are believed to have not embraced social media in any way, while 22 per cent have made the concept a key part of their communications strategy.

Tony Effik, chair of the IAB Social Media Council, said that 2010 is set to be "a big year" for the channel.

He added: "We at the Social Media Council are determined to help make it easier, and more effective for marketers and agencies to participate in this revolution."

Recent research published by the Direct Marketing Association revealed companies in Lancashire could benefit from combining online promotional efforts with TV advertising.

It found that an uplift response of 175 per cent can be seen when TV campaigns are used in conjunction with web-based marketing.

Related internet marketing news stories

Online marketing 'key to Valentine's Day promotions'2010-02-02 11:22:24Companies in Lancashire that are planning promotional campaigns linked to Valentine's Day should use online marketing, an expert has suggested.Wendy Lowe, director of product marketing at solutions provider... Full story

 

Online marketing campaigns 'should be combined with TV ads'2010-02-02 11:22:07New research has suggested that companies in Lancashire could benefit from combining their online marketing efforts with TV advertising.The study by the Direct Marketing Association (DMA) considered the... Full story

 

Social media marketing 'key to boosting website traffic'2010-01-25 11:37:01Companies in Lancashire could benefit from using online marketing channels such as social media to drive traffic to websites, it has been suggested.The value of using the likes of Facebook and Twitter... Full story