The Move Online of Marketing and Advertising Continues

Digital marketing is likely to dominate the advertising industry over the next five years, the president of global sales at Google has predicted.

Nikesh Arora was speaking ahead of the company's annual Zeitgeist conference in Hertfordshire, saying that it could account for around 50 per cent of total spend.  People are shifting their spending dollars more and more to the online world - whether it be direct marketing, advertising or branding," he told the Daily Telegraph.

Mr Arora emphasised that an increasing number of people will turn to the internet to consume material, including online video and other digital activities.  He admitted that the 50 per cent prediction may be a bold claim, but it is one he has every belief will prove itself to be true.

"In the UK it is already over 20 per cent. In the US it is over ten per cent. This video wave is going to tip the balance," he emphasised.

The Global System for Mobile communications Association revealed earlier this year that in December 2009, 16 million people in the UK accessed the internet from their mobile phones.