As consumers become increasingly familiar with digital technology, demand for internet marketing agencies is growing.
This is the conclusion of a new report from global services firm Sapient, which examined trends in the UK, Germany, Switzerland, the Netherlands and Sweden.
It found that one in four organisations have already switched, or are considering a switch, to a marketing agency with greater experience in the digital sphere.
The marketing managers questioned said they expect levels of digital marketing to rise by 45 per cent over the next year.
Nigel Vaz, vice-president of Sapient Interactive in Europe, said: "As the survey confirmed, companies worldwide are planning to expand their usage of digital marketing."
The survey also shows that in the UK, almost seven out of ten companies want to increase their use of so-called "pull interactions" – which involve marketing via social networks – as opposed to "push" campaigns.
Jack Wallington, chair of the Search Council at the Internet Advertising Bureau, said recently that he expects marketing spend to continue shifting to the internet as firms look to take advantage of the advertising opportunities available on the web.