Online Marketing Rises in East

Central and Eastern European companies are ahead of their Western European counterparts in the use of integrated marketing campaigns, according to Millward Brown's EuroMedia Trends 2005 Study. Online marketing is increasingly important across the continent, but as yet well behind the US in adoption.

The survey talks to senior-level marketing executives across a wide range of industries about trends in marketing and media decision-making, perceptions of channel performance, spending patterns, and the integration of digital and online media into the marketing mix.

Central and Eastern European marketers are also more optimistic about their budget growth expectations than Western Europeans, who remain basically cautious. While in the US online marketing is used to generate trial or repeat purchase, European marketers favour traditional media channels, and 'seem to focus more on short-term sales building rather than longer-term brand equity building' according to the survey findings.

Head of Global Media Brian Jacobs says the study shows European consumers 'are using multiple media in many different ways and are available to be reached beyond traditional communication channels... online marketing is becoming increasingly important to marketers across Europe with 42% of respondents having a centralised online marketing group at their company. However, almost half of Western European marketers are not yet converted to integrated marketing campaigns, which take advantage of the strengths of each medium in a holistic way'.

Clients will see detailed results at a series of events in nine countries. Results are based on more than 700 interviews with marketing decision makers across Europe - countries covered are Germany, France, Italy, Spain, Portugal and the UK, plus Central and Eastern European countries Croatia, the Czech Republic, Hungary, Greece, Poland, Romania, Russia and Turkey. The agency is online at www.millwardbrown.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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