More than 50% of an average marketer's budget is now spent online, according to new research.
The study, conducted by online lead generation firm Clash-Media, indicates that over 70% of companies use search engine optimisation, paid search and e-mail marketing to in-house lists.
The same research shows the use of offline marketing methods has largely decreased, with only press and television advertising growing.
The study suggests that 75% of respondents now see online lead generation as its own distinct area of online marketing.
Luke Pursey, UK managing director of Clash-Media said: "The increased use of online marketing methods shows how the market is changing. Organisations have lessened their use of marketing methods such as postal, telephone and radio, in favour of online methods.
"The most encouraging difference from last year's report is that now marketers are finally beginning to recognise Proactive Online Lead Generation as its own area of online marketing and not as a sub-division of affiliate marketing."
By Amel Rebika
Source: Net Imperative
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