Thursday, 13, Jan 2011 11:21
Online marketing drives can be beneficial during typically quiet periods of trade, such as after the Christmas holidays, one expert suggests.
According to Hillary Stanley in a post for Search Engine Land, businesses should ensure they keep their online marketing momentum going at all times.
By doing so, companies can reap a number of benefits - including greater exposure for their brand - she states.
These include having less competition in the search results, as competitors may be relaxing their own campaigns.
Meanwhile, consumers will be less focussed on quick purchases and consequently open to trying new brands, she adds.
"By continuing to protect your branded terms and test and expand your efforts with unbranded keywords, you will be in a stronger position when things get busy again," Ms Stanley comments.
And the off-season period is also a good time for companies to review and refine their goals for the coming year, taking into account factors which may not previously have been present.
Recent figures from ForeSee Results showed that mobile marketing is likely to be an important part of online marketing campaigns in 2011, as increasing numbers of consumers are using their mobile phones to shop.
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