More than half of brands questioned in a new survey said they did not plan to increase spending on advertising in the press, but a third intend to increase television marketing budgets.
According to The Drum, a study by the #empty13 Group of 500 in-house marketers, found that 35% also plan to up future spending on digital campaigns.
The feeling amongst respondents was that key platforms for brand communication next year will be social media (25%), online (13%) and games consoles (12%).
The research also revealed that four out of five brands’ marketing activities were not fully integrated, and 38% felt that the media and marketing landscape is currently not well suited to engaging with consumers.
Alex DeGroote, media analyst at Panmure Gordon, commented: “This survey confirms both the pace of change in brands’ marketing budgets, and the need for marketers to remain ever vigilant on changing consumer behaviour.
“Rapid growth in usage across all digital platforms, including social media, will help drive important budget decisions, particularly with prospects for 2013 remaining sluggish in terms of the UK economy.”