The number of firms planning to increase the amount of money they allocate to their internet marketing services has grown, a new study has found.
According to the Econsultancy and SAS Marketing Budgets 2011 report, 72 per cent of respondents to its survey said they are planning to add to their digital marketing budgets this year, up from 68 per cent when the question was asked last year.
The average increase would be 35 per cent, the study found, while just over half of firms expect to spend more on advertising as a whole.
Director of marketing for SAS UK Richard Kellett commented: "The proliferation of new channels … continues to put significant pressure on both our marketing budgets and the skills and imagination of marketing professionals."
Another finding of the report was that investment in business analytics software is also likely to increase as companies seek to improve the effectiveness of their campaigns.
Earlier this week, it was stated by the Interactive Media in Retail Group that the amount of money spent by consumers over the internet in January was £5.1 billion – a 21 per cent increase from the same period last year.
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