Half of British marketing budgets to go online

Of the 130 chief marketing officers surveyed by Rackspace, 61% said that their biggest spend would be on online activity, at the expense of spending on traditional marketing channels.

However, social media may not be seeing the lion's share of marketing money as 92% of those surveyed by Rackspace believe it to be the least effective channel. Those channels that are most effectively measured, in terms of ROI, are sure to be those that attract the largest chunks of budget as marketers seek better accountability and transparency on results.

"In direct response, the case has been made strongly for online's accountability," said Matt Simpson, group head of digital at OMD and IPA digital chair, via NewMediaAge. "But for less direct response we're lacking the proof, rather than online not doing anything. A lack of currency doesn't help."

Tags: chief marketing officers, marketing budget, online marketing, online spending, Rackspace, social media, U.K.