A new survey of UK businesses shows that more than half have shifted the majority of their ad spend away from print media in the last year.
The study of more than 1325 marketing professionals was carried out by a digital agency – Altrincham’s Marketing Signals.
According to the respondents, 56% had turned their main focus away from print advertising in the last 12 months.
64% explained that they’d moved to digital because results were “much more measurable, as they are fully trackable and most importantly, attributable.”
62% stated that the increase in conversions, compared to traditional advertising methods, was another reason.
Over half (55%) said that with digital they could reach a more targeted audience. While 37% said they were actively using social media advertising as a tool to acquire new customers.
“Pretty much every company has some form of online presence, as it’s almost a necessity to survive in this day and age, though it’s really interesting to see some of the reasons behind the upscaled shift in budgets being researched and published,” explained Managing Director, Gareth Hoyle.
“In short, British businesses are fast seeing the benefits to their bottom line when their marketing departments focus their advertising spend on digital.”
According to the latest data from the Advertising Association and WARC, national, regional and magazines are all forecasting drops in print advertising spend this year.
