Nearly half of European marketeers are engaging in online marketing as part of their marketing strategy, according to a new study by Ecom Interaction and Benchmark research.
Marketers in the United Kingdom and Spain topped the poll with 73 per cent and 66 cent, respectively, engaging in online marketing.
It also found that, overall, European marketeers use email marketing more than banner advertising
Data from this study, which was commissioned by Doubleclick Inc, the digital marketing solutions company, shows that, overall, 31 per cent of European marketers participate in email marketing, whereas 27 per cent are engaging in targeted banner advertising.
In the UK 58 per cent of marketers use email marketing and 50% participate in targeted banner advertising
Spain is a close second with 54 per cent of marketers engaging in email marketing and 37 per cent engaging in targeted banner advertising
France is the only country citing higher usage of targeted banner advertising with (10 per cent) as opposed to email marketing( 9 per cent)
Thirty-three percent of European marketers plan to spend 15% or more of their total budget on online marketing this year.
Comparatively, only 22 per cent of European marketers spent 15 per cent or more of their total budget on online marketing last year.
"The results of the study clearly reiterate confidence in this medium as a digital marketing tool,'' said Chris Saridakis, Senior Vice President of Global TechSolutions, DoubleClick.
"Based on direct feedback from marketing professionals, more than 25 per cent of those who do not use digital marketing tools say they plan to do so in the next 18 months."
Marketeers in Europe also tend to take advantage of in-house resources for managing their online campaigns over outsourcing this responsibility to an agency.
Thirty-nine percent of European marketers manage their online campaigns in-house, while 21 per cent of marketers rely on an agency.
Twenty-four percent of European marketers cite using in-house resources in conjunction with an agency.
Marketers from France, Germany, Italy, Scandinavia, Spain and the UK were surveyed for the study.
