Marketing companies are increasing their spend on the digital side of their operation as this becomes more integral to their overall business model, according to a new report published by Econsultancy in association with Responsys.
The survey identified a positive outlook for marketing investment in 2013, which will be good news for anyone hoping to launch a career in the sector, and underlines the fact that it continues to be a strong growth industry in the UK despite the difficult economic climate facing many firms.
Looking at how the increase in spending will take shape, the most common area for investment will be business and web analytics (46 per cent), CRM (45 per cent) and content management systems (41 per cent).
Businesses are also expected to recruit more digital marketers in 2013, adding expertise to their teams and helping stake a place in what is widely seen as a booming sector of the industry.
Exactly half of client-side respondents said they plan to add more people to their digital marketing teams over the course of the year, while 73 per cent of agencies are planning to hire more staff for this part of their operation - an increase of 67 per cent from 2012.
With the UK attempting to carve out a role as one of the most digital-friendly, technologically advanced countries in the world, it is likely marketing firms will look to further improve their digital and online offering over the next few years.
Research and advisory firm Forrester recently claimed that digital is becoming so important that it will overtake all other kinds of marketing in 2013.
Companies "will have to drive their brands to deliver cohesive brand experiences that use digital to augment and extend their engagement with consumers in other channels and media", according to the organisation's chief marketing officer Corinne Munchbach.