Recent research has found that social media remains a hot topic with marketers in the UK, with 74 per cent saying that it will have the most influence on their digital marketing campaigns in 2010.

A total of 155 marketing professionals were questioned about their digital marketing budgets in the survey and 69 per cent answered that their budgets will be increasing this year, which is positive news for the industry.

The research found that consumers are still in bargain hunting mode, however, with 66 of marketing executives believing that will this will remain the case for the present. Reflecting this, 17 per cent of respondents said that online vouchers and offers will form a part of their digital marketing campaign this year. Online video, interactive games and augmented reality were not deemed so important to the marketers, with only 3 per cent mentioning these areas as a focus for spend.

Some 59 per cent of the marketers said that are looking to place more emphasis on performance based marketing this year.

One of the analysts commented: “The research is a positive sign for the industry as we move out of the recession. Marketers are looking to spend more in 2010 and are continuing to develop their digital marketing strategies in line with consumer buying habits”.