More than half of PR professionals have adopted some methods of internet marketing, new research has revealed.

The study, carried out by Citigate Dewe Rogerson, found that 51.4 per cent of businesses have turned to the likes of online content, e-newsletters, pay-per-click and search engine optimisation (SEO) to increase their public exposure.

Moreover, 42.2 per cent said they planned to increase their budget allocation for e-marketing over the next year.

Citigate revealed that those companies currently using online marketing are more likely to embrace further digital elements such as blogging, social networking and Twitter than those who do not and are therefore poised to reach a broader range of potential customers.

However, the survey also showed that 48.6 per cent of business marketing departments claimed limited budgets hold them back from embracing the full potential of online platforms.

Commenting on this, head of digital at Citigate Dewe Rogerson Phil Szomszor urged companies to consider the return on investment potential brought about by e-marketing.

Meanwhile, Shape the Future recently revealed that the majority of businesses are undeterred by the credit crunch when it comes to considering boosting their online marketing.

The firm's managing director Peter Martin concluded: "There is a clear message here that companies have really got to grips with the influencing power of the internet."

Living Streams Comment:  This is the trend that we have supported for the last 3 years.  It is why we believe that internet consultancy companies should now have the experience and expertise to offer general business consultancy alongside their internet capabilities.