Online marketing is proving resilient to the recession which is unsurprising considering the benefits of the medium, one expert has said.

Internet marketing campaigns are relativity easy to measure, which means that it is likely to survive the economic downturn.

Eva Berg-Winters, assistant director at PricewaterhouseCoopers (PwC) Strategy, explained that online marketing offers an easy way to chart return on investment.

“Overall it is pretty good at showing that if you invest £1 in something what you get out of it,” she said, pointing out that this accountability makes online a favoured choice in the current climate.

Ms Berg-Winters pointed out that changing media habits are working in favour of online.

“People are spending more time online, especially during the week but also on the weekends. Our media consumption is changing and that is of course also driving ad dollars,” she noted.

The latest figures from the Internet Advertising Bureau show that UK advertising spend fell by 3.5 per cent in 2008 to reach £17.5 billion, however online’s share of the market grew by 3.7 per cent.
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