The majority of firms in the UK are to increase their spending in the online marketing channel, a new survey has revealed. revealed questioned more than 200 senior marketers and media buyers in Britain and found that 91 per cent will increase their online marketing spend in 2007, with better ROI and accountability cited as the main reasons behind this.

Of this percentage, almost half will be spending more than 50 per cent more on the channel.

Almost two-thirds (64 per cent) of respondents revealed that they would up their investment in pay-per-click, while search engine optimisation and online display ads also appear set to benefit.

Offline media represents a different story. A majority of 65 per cent of marketers will be reducing expenditure in these fields, with print sent to be the biggest loser – 23 per cent aim to reduce spending here.

The results of the survey follow figures reported by the Advertising Association which revealed that advertising expenditure via online channels reached £2.01 billion in 2006.

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