UK businesses "dragging their heels" in online advertising

20th November 2007

UK businesses online advertising budgets are reflecting consumer habits, according to the Business.

The magazine reports that despite people consuming 25 per cent of all their media through the internet, companies are still dedicating 12 per cent of their marketing budgets to online advertising.

John O'Keefe, executive creative director at Bartle Bogle Hergarty, claims there is no need to implement digital marketing strategies as it is still the idea that counts and the way it is distributed should have no effect.

However, the Business reports that comments like these represent the "biggest barrier" in successful online advertising. It suggests that effective internet ads require not only creative ideas but technical skills in order to implement the strategies.

It claims some firms are "dragging their heels" and "moving far too slowly" as they are keen to protect advertising budgets in other areas such as television.

E-consultancy research firm recently revealed that 56 per cent of online marketers used time constraints as an excuse for not improving their websites, followed by lack of internal resources and budget pressures.