Online ad spend to continue to top print

Marketing professionals are likely to carry on prioritising online advertising investment over print, according to a new study.

Research carried out by Eloqua found that 55 per cent of marketing chiefs expect print advertising spend to decline over the next three years, Marketing Charts reports.

Meanwhile, 90 per cent of those polled said they would continue to increase direct online advertising investment, 15 per cent ´radically´.

Some 23 per cent of marketers told the survey they have upped spending on Google AdWords and 26 per cent confirmed they had raised investment in direct email.

Over the last three years, the report revealed, 72 per cent of marketing professionals have seen marketing budgets increase, with 50 per cent seeing increases of more than ten per cent.

Accountability is reported to have increased alongside budgets, however, as the survey showed that 86 per cent of marketers feel pressure to deliver results has grown.

A recent study from Habeus found that consumers find daily marketing emails the most annoying use of email, according to Media Post, and 69 per cent worry about email scams.