Nearly half (47%) of all marketing budgets are now spent online according to a joint survey by Hearst Electronics Group and Goldstein Group Communications (GGC).
"The sense of urgency to move to online marketing has been felt by leading marketing organizations for some time now, but the extent to which budgets have been re- defined is dramatic," said GGC President Joel Goldstein.
"While traditional media still play a role in building a balanced program, clearly online spending for webcasts, search engine marketing and generating online content are now seen as the primary drivers of branding and lead generation for most companies."
Search engine marketing currently accounts for 11 percent of budgets, when including organic as well as pay-per-click campaigns.
"The value of strong brand recognition can be found typically in your company's own server logs, the database that identifies what words or phrases people have typed in to Google or Yahoo! in order to find your site," said Hearst VP Publishing Director William Barron.
"The dominant phrase is likely to be your company's own name or product names. While ideally you're building search engine visibility to reach new people who don't know you, the approach still must be centered around balanced brand-building so the market knows your name and you carry some level of visibility in your space."
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