New York—Online marketing continues to grow, according to a new report by research firm Millward Brown.
According to the Millward Brown Marketing & Media Snapshot, released Monday, 56% of top marketers said their total marketing and media budgets increased in 2004 over 2003.
Sixty percent said they expect an increase in 2005 over 2004.
The report was based on interviews with 300 senior-level marketing executives responsible for the marketing and media budgets at their companies.
The survey found that TV and magazines were rated the most effective for building brand equity; direct mail was rated most effective for reaching a target audience and providing measurable ROI; and online marketing was seen as the most effective medium for acquiring and retaining customers and in offering efficiency.