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Stuart Gentle Publisher at Onrec

Online marketing popular in Europe

Half market online

According to a new study from DoubleClick, almost half of European marketers use online marketing tools.

UK marketers are most likely to engage in online marketing, as 73 percent do so. Sixty-six percent of Spanish marketers use online marketing tools, as do 43 percent of German marketers, 34 percent of Scandinavian marketers, 31 percent of those in Italy, and 21 percent of those in France.

Of those not marketing online, over a quarter plan to do so over the next 18 months. Those in Spain are most likely to turn to online marketing, as 66 percent plan to do so. So do 53 percent in the UK, and over 30 percent in Germany, Italy, and Scandinavia.

Email marketing is the most popular form of online marketing in Europe, used by 31 percent of marketers. Targeted banners are used by 27 percent, and newsletters by 24 percent.

Thirty-nine percent of European marketers manage their online campaigns in-house, 21 percent use external combination, and 24 percent use a combination of the two.

www.doubleclick.net