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Huge demand for online marketing
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The cost of online marketing is set to increase by six per cent because of the high levels of demand, according to a media management company.
Initiative Futures Worldwide, one of the world's largest media management companies, said that the result of its annual survey of advertising costs predicted a 5.9 per cent increase in online marketing costs.
It said the high demand for the medium was due to the surge in the amount of people using the internet and also the rapid adoption of high-speed broadband internet connections.
New, internet-based marketing techniques were also causing marketers to utilise online advertising. Microsite technology can offer interactive features to attract consumers and also allows users to take a closer look at products.
The growth of online viral advertising means that if marketers develop a good online ad, it can be sent by users to their friends and reach a large audience very quickly.
Cinema ad costs also grew very steeply and should see a 9.1 per cent rise in 2006.
Initiative Future's report was comprehensive, using data from the last seven years and covering 54 markets.
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