Advertisers 'increasingly going digital'

Digital platforms such as email marketing are becoming increasingly popular with advertisers, a new study has suggested.

Research by LinkeIn Research Network and Harris Interactive found that while many professionals tend to use a mix of media types, 92 per cent are focusing on web-based promotions in particular.

It was also found that those using internet advertising tend to be embracing it more often, with many choosing to drive both offline and online transactions via the web.

However, while the report admitted that trends are pointing "towards the internet", it added: "To be successful, those that advertise on the Internet will need to come up with more engaging ways to connect with consumers."

Recent figures from StrongMail Systems found that 81 per cent of firms across the globe intend to increase their spending on email marketing.

Written by Debra Hastings-Henry