• The Drum, Thursday, January 15, 2015 6:48 AM

The fragile nature of the economy has prompted marketers to adopt “cost-efficient” online strategies in the latest quarter. The latest Bellwether report, a quarterly survey of 300 senior marketers from the UK’s top companies, found the increase in those planning to upweight their outlay was slashed by more than half in the period. A net balance of 6.1 percent of companies boosted budgets in the final quarter of 2014, down from 12.6 percent in the previous quarter and the lowest since the third quarter in 2013. 

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