UK business undertakes major attitude shift to the web

- UK businesses have undertaken a major shift in attitude towards online advertising in the past 12 months, according to a new report from one of the leading internet research companies.

- UK businesses have undertaken a major shift in attitude towards online advertising in the past 12 months, according to a new report from one of the leading internet research companies.

Fletcher Research's UK Internet Survey 1999 concludes that online advertising is now seen as vital to driving traffic to existing websites and achieving a return on investment.

The signs are that business plans to spend more on online advertising this year than ever before. Fletcher found that while 75 per cent of sites have already advertised online, 64 per cent of UK web managers surveyed said they planned to start advertising or to spend more in 1999.

The research indicated that companies are starting to realise that giving large budgets to web design companies to build big websites is not enough. To attract customers to these sites, they need to advertise.

William Reeve research director, said: "It marks a significant shift in attitude. UK web managers have realised that throwing money at web design is not the right way to invest. For many sites, generating traffic and reaching an online audience is important. So spending money online is absolutely vital."

He added: "A year or two ago, it was common for people to work with their web company and build a fantastic site. But when it came to assessing how much business they had done, they concluded it was a complete waste of money."

However, the survey also showed an increasingly large gap between those who are investing and those who are not.





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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).