One third of marketing material now appears only in online media, a study of large businesses’ marketing practices has found.
The report by financial and business adviser Grant Thornton discovered that while a third of companies plan to cut their spending on print by 20 per cent in 2007, 70 per cent of those currently spending substantial sums on print plan to increase their e-marketing use – boosting their overall online output by 35 per cent.
The transfer online is being driven by cost-cutting imperatives for 62 per cent of these companies, particularly given increased postage costs, which affected 42 per cent.
Meanwhile, lessening their environmental impact was the prime motivator for 53 per cent of firms questioned, as 70 per cent said they expected to print less within three years as a direct consequence of the demands of corporate environmental responsibility.
“Corporates are taking the view that some of the marketing materials can be delivered just as effectively online as in printed copy,” remarked Daniel Smith, print expert at Grant Thornton.
“Each year the public is getting more and more used to reading online,” he added.