Larger companies that have shifted some of their budgets to online platforms have experienced just how accountable the channel is, an expert has said.

David Davis, managing director of RedFly Marketing, pointed out that online channels now comprise a very important part of the marketing mix and to ignore this would be detrimental.

He highlighted the fact that although companies’ budgets have been moving online, firms are also diverting their money to other areas as they seek more multichannel marketing opportunities.

“I think we are finding the right balance now, as advertisers and agencies realise that not all ad spend can go online, but it is now a significant part of the mix,” Mr Davis commented.

He went on to point out that there has been a huge online budget shift within the travel and service sectors, with early adopters such as Software-as-a-Service, online services and technology firms still reaping the rewards of online marketing.