Online marketing drives recovery

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Online marketing marches on

Online marketing has grown again as the UK economy continues to show signs of recovery.

More than 300 British companies were quizzed on their media-buying intentions in the latest Bellwether report for the Institute of Practitioners in Advertising (IPA) by business intelligence specialists BDO. Among the results, it was revealed that digital marketing budgets grew for the third quarter in succession. And digital marketing remains the fastest growing advertising medium.

Growing demand for advertising

There was also good news for the advertising industry as a whole. According to the IPA/BDO Bellwether report, 21 per cent of marketing directors said they increased total adspend in the first three months of 2010 as opposed to 16 per cent who cut budgets. This marks the first time in two and a half years that a majority of advertisers have shown confidence in the UK economy.

Rory Sutherland, IPA president and vice chairman of advertising agency Ogilvy Group, has welcomed the findings. He said: "It's good to see that businesses are now increasing their investment in marketing as a route to growth