Almost half of all marketers plan to spend part of their budgets on digital platforms this year, new research suggests.

According to a survey commissioned ahead of this year’s ad:tech London event, some 48 per cent of marketers plan to spend more than 30 per cent of their budgets on digital marketing over the next 12 months, reports Mobile Marketing Magazine.

The proportion of marketing professionals devoting over a third of their budgets to digital platforms has increased by nine per cent since last year, the report found.

The survey, which questioned more than 900 industry professionals, also showed that over one-third (37 per cent) of respondents expect their investment in mobile marketing to increase more than two-fold this year.

Christophe Asselin, group marketing and content director for ad:tech, said: “There are clearly opportunities for marketers to capitalise on the increasing investment by UK businesses in online marketing, however this needs to be allied with an understanding of business needs, not marketing jargon.”

A recent survey by the Association of National Advertisers and BtoB Magazine found that 66 per cent of marketers used social media as part of their campaigns this year, compared to just 20 per cent in 2007.
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