A FIFTH OF Irish marketers now spend more than half of their marketing budgets online, while 8 per cent spend more than three- quarters of their budgets on internet marketing, according to the 2012 Irish Digital Marketing Sentiment Survey suggests.
The survey of 347 marketers, published by internet research consultants AMAS and the Marketing Institute of Ireland, found that almost six in 10 marketers say online marketing offers a greater return on investment than other media.
Email campaigns were used by 67 per cent of those surveyed, followed by social networking and blogs by 63 per cent and search engine optimisation by 57 per cent.
Some 70 per cent of the companies used Facebook, with 61 per cent using Twitter and LinkedIn and 44 per cent indulging in YouTube. All four of these channels showed an increase on last year’s survey. A quarter of the companies surveyed also used apps for marketing purposes.
Customer engagement, value for money and optimising reach were the three main reasons for putting cash into online marketing, the study found.
Not everyone is taking part in the migration, however. Almost 10 per cent of those surveyed said not a cent of their marketing budgets was being spent online.
