UK businesses plan to increase their marketing spend on the internet rather than on more traditional marketing activities, according to a recent survey conducted by The Chartered Institute of Marketing.
But Institute member Jenny Cainer, a director at recruitment agency Marketing Professionals (UK), has issued a warning to businesses:
"They should treat the internet as just one part of the marketing mix and shouldn't prioritise it over other activity unless they have established its worth and value to their particular business.
"They also need to establish where their customers actual