One in five marketers now spend more than half of their total budgets online, reveals a survey completed by the organisers of the forthcoming Online Marketing show (OMS) in London.
The survey of show attendees also found that 47% of respondents said they plan to work with a digital agency in the next 12 months.
In addition, 61% of those surveyed indicated that online marketing provides the most accountable return on investment of any other form of marketing spend.
Despite this, the greatest educational need amongst respondents was effective tracking, and 40% of respondents said they were having trouble integrating their offline and online marketing.
E-mail marketing, banner advertising, paid search, and search engine optimisation were the key areas of investment in the past year, with social media and online PR gaining prominence, accounting for more investment than mobile and iTV channels.
Social media and online PR were citied as focus areas for investment by over 50% of respondents in the upcoming year.
The OMS show takes place on 26-27 June at the Business Design Centre, Islington, London.
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