"Internet advertising attracted the biggest increase, with a positive net 5.6 per cent of marketing executives saying they had upped their online marketing spending over the final quarter of 2012."
The latest Bellwether survey by the Institute of Practitioners in Advertising (IPA) reveals a small rise in marketing budgets, led by the online sector.
In the final three months of 2012 marketers were confident their businesses would do well, despite being pessimistic about the health of the economy this year.
Meanwhile, 2013 could also be the year that online marketing loses its preface and becomes simply 'marketing'.
In its 'Trends for the B2C CMO to watch in 2013' report, global researchers Forrester claimed that digital channels are mounting assaults on even the most established traditional media.
It cites the example of YouTube's rise against the advertising bastion of television.
The report argues that ‘digital marketing’ will simply become known as 'marketing' as the various barriers are broken down and the sector becomes more mainstream.
Forrester expects the online sector to be worth around 20 per cent of the total marketing industry, valued globally at £31 billion.
What does it mean for businesses?
Companies will need to think about integrating channels and coming up with a content strategy that applies across various outlets, from websites and blogs, to social media, press and television.
Forrester CMO Corinne Munchbach, told Marketing Week: "Consumers switch from in-store to online, to mobile – sometimes all at once.
"Having separate budgets for each is counterintuitive to what customers are actually experiencing. Logical brands will be able to join this together in a functional way to deliver the experiences customers expect from them."
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