The web is taking on a “central role” in the marketing strategies of nearly all brands, according to one analyst.

Karin von Abrams of eMarketer said UK firms have already made giant strides in adopting cross-channel campaigns, while agencies are increasingly adept at producing integrated strategies that combined internet marketing services and TV or mobile to drive customer engagement.

“It is now clear that every brand or business can benefit in some way from building awareness online or from rethinking its business processes to make full use of digital channels,” she commented.

According to figures published last week by Nielsen, global spending on advertising rose by 12.5 per cent year-on-year during the first quarter of 2010 to stand at $110 billion (£65.4 billion).

Investment in internet marketing rose by 12 per cent over the same period.

To read more on this survey, visit the Nielsen website.

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