Online marketing will continue to rise in popularity, an industry expert has suggested.
Jack Wallington, chair of the Internet Advertising Bureau's (IAB) Search Council, has said that technological advances will continue to give online avenues a favourable stance with marketers.
Mr Wallington acknowledged, however, that the "rules of advertising" are such that online marketing will continue to be used alongside other more conventional methods.
He pointed out that consumers will likely be using the internet quite regularly, but they will also be reachable via other mediums such as magazine.
Mr Wallington noted that marketing successfully "is all about different mediums working together".
He said: "If a consumer is still reading a certain magazine but also using the internet it would be silly to ignore one."
According to the IAB's report, Online adspend 2008, almost £1.7 billion was spent on online advertising in 2008.
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