UK firms who wish to grow their business will have to embrace digital marketing whether they want to or not, it has been claimed, which could lead to jobs for IT contractors.

According to Di Forster, director at search engine optimisation (SEO) company SEO Junkies, businesses are starting to realise that they must diversify and change with the times if they are to attract new, fresh customers.

For directors used to spending budgets on print advertising, switching resources to digital marketing can be a bit of a culture shock, Ms Forster adds.

She went on: "The more well-established companies are realising that they need to do something online now whether they like it or not.

"I guess the problem is convincing them that this is the right way to do it."

Ms Forster's comments come after digital intelligence provider eMarketer recently estimated that US online advertising spending will grow by 10.8 per cent in the next year, to reach $25.1 billion (£16.9 billion).