Companies in UK focus ad spend away from print media according to new research

According to a survey of 1,325 UK marketing professionals by digital marketing agency Marketingsignals.com, 56% of UK-based businesses have turned their main focus away from spending on print advertising during the past 12 months.

64% of those surveyed said the main reason given for this shift away from print to digital was the trackability of digital in terms of ROI. 62% said that the increase in conversions (compared to traditional advertising methods) was a major reason why they shifted their budgets. 55% said the ability to reach a more targeted audience was as their primary reason for preferring digital advertising. 37% of those surveyed said they were actively using social media advertising as a tool to acquire new customers, and 24% said that having the ability to change tack and strategy mid-campaign was a key reason for their increased focus on digital.