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UK firms 'have a lot to learn about online marketing'
The results of a new report reveal that more than two-thirds of uk firms think that their company still has a lot to learn about how to reach their customers online.
While 56 per cent of British companies feel that the internet has had a 'substantial' or 'revolutionary' impact on their industry, only a quarter feel that they make better use of the internet than their competitors, the survey from Google and the Confederation of British Industry (CBI) revealed.
However, companies were determined to embrace internet advertising, with 58 per cent of them planning to up their investment. The research found that companies' spending on internet advertising was set to increase by half over the next three years, with overall UK investment in online marketing set to rise to £3.3 billion.
While the most commonly used method for online marketing was email campaigns, used by 45 per cent of businesses, businesses were also beginning to make use of other forms of internet media, such as viral marketing (eight per cent), podcasts (six per cent) and corporate blogs (six per cent).
"Businesses need to grasp the opportunities with both hands and make the internet as central to their business as HR or finance - or they risk being left standing," warned CBI director-general Richard Lambert.
The biggest factor stopping companies advertising more online was the feeling that they had a 'limited understanding of the online environment' (31 per cent).
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