UK Leads Europe In Internet Marketing

UK advertisers are using online marketing more than their European counterparts, according to the results of a survey carried out for online ad agency, DoubleClick.

The digital marketing survey, which was conducted by Ecom Interaction and Benchmark Research, found that 73% of senior UK marketers use internet advertising as part of their marketing strategy, compared with 66% in Spain, 43% in Germany and 31% in Scandinavia.

The research, which polled over 3,000 senior marketers from in-house and agency backgrounds across Europe, also found that more brands use email advertising that any other form of online marketing. The UK led the field in this respect and 58% of UK marketers were found to be using email as a marketing tool compared with 43% in Germany, 34% in Scandinavia, 31% in Italy and 21% in France.

Director of DoubleClick in Northern Europe, Mark Gibson, said: “The results of the study reiterate confidence in this medium as a digital marketing tool. Based on the feed back from marketing professionals themselves, more than half of those who do not use online say they will in the next twelve months.”

A recent study published by ISBA found that UK brands are increasing their investment in online advertising (see Investment In Online Advertising Set To Grow) and according to Doubleclick, UK online marketing spend increased by 4.23% over the last year, compared with 3.14% in the rest of Europe.

DoubleClick: 020 7399 4400 www.doubleclick.com

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