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 in driving traffic to existing websites
and gaining a return on investment.
The signs are that businesses plan to spend record sums on online
advertising this year. 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
William Reeve, the research director, said: ’For many sites, generating
traffic and reaching an online audience is important. So spending money
online is absolutely vital.’