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Big brands are continuing the trend of allocating more of their marketing budget to online activities according to a report by Utalkmarketing.

The article which covers research on leading UK brands by investment website claims that demand for online projects is likely to put a squeeze on budgets for traditional marketing activities.

More efficient ROI, stronger connections with customers and the ability of digital media to enhance the overall brand experience are all given as reasons for a shift in spending by key stakeholders at Kelloggs, Unilever and Proctor & Gamble as they explain why they are increasing online investment.