Businesses are increasingly turning to online PR and internet marketing efforts, a survey has indicated.
Research by Econsultancy and Clash-Media revealed that a greater proportion of lead generation budgets are being spent online, with nearly two-thirds of companies increasing usage over the last year.
More than 60 per cent of expenditure now goes on the medium, compared to just over half in 2008.
Email marketing is still one of the most popular methods employed, with 74 per cent of firms using it, although search engine optimisation is a part of 76 per cent of organisations’ strategies.
"Despite online marketing becoming more competitive, many companies find digital channels to be much more cost-effective for lead generation than traditional media," said Linus Gregoriadis, research director at Econsultancy.
Earlier this week, UTalkMarketing noted that experts at the recent Fortune Brainstorm:TECH conference agreed a decline in advertising budgets emphasised the importance of the internet.