Businesses in the UK are failing to use digital media platforms to their advantage, a new report reveal.

Digital media accounts for almost half of daily media consumption and is the preferred platform for receiving marketing messages, yet firms appear not to be attuned to this, according to study conducted on behalf on Oxygen8 Communications.

The report shows that digital media campaigns are often in direct competition with other platforms such as traditional print advertising and are not making use of mobile marketing despite research showing that more consumers are interested in this platform.

Over 80 per cent of media firms said they believe SMS and email are more effective than traditional channels, compared to 13 per cent of respondents who expressed a preference for traditional media.

Some 40 per cent of respondents conceded that budget is a primary factor that prevents them from using digital media more frequently, while 23 per cent cited lack of experience as the main barrier.

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