Strong ROI 'increases UK firms' appetite' for online marketing

19:29 30th June 2010

Expenditure in online marketing has increased during the economic downturn because it is a steady format, it has been suggested.

Karin von Abrams, a senior analyst at eMarketer, said: "The UK is a mature market for online advertising and the internet is firmly established as an accountable channel that can deliver excellent return on investment."

She added: "If anything, the recession and the potential for further economic uncertainty make an even stronger case for the online option."

Her comments came as media investment management body GroupM published a report which suggested the online marketing recession could be over.

Previously, the group predicted global media spending would increase by one per cent this year, but it has increased the estimate to a 3.5 per cent rise now.

However, a recent report from the Interactive Advertising Bureau Europe revealed that growth has slowed to 4.5 per cent, as the internet's share of total advertising spend on the continent nears 20 per cent.

Over recent years, holiday booking e-commerce sites have increased their online marketing, leading to more spending within the travel industry, according to Ms von Abrams.

Commenting on e-commerce sites, she added: "Many UK merchants have also improved the user-friendliness and security features of their sites in recent months."

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