Marketing campaigns 'best measured online'
Monday, 10, Nov 2008 10:02
Companies looking for a highly measurable way of marketing their offerings to consumers would do well to go online, according to comments made by one expert.
Jack Wallington, programmes manager for the Internet Advertising Bureau, explained that the nature of online marketing means that it is easy to measure and adapt.
This is a vital factor in today's competitive business landscape, in which businesses must ensure their campaigns are as successful as possible to stay ahead of the pack, he noted.
"Once a display campaign is running that isn't the end of the story - for the next couple of weeks you can, within minutes, adapt your campaign. If you are doing a display campaign, you can adapt it while it's live," Mr Wallington stated.
According to eMarketer, total spending on internet marketing is likely to total more than £3.3 billion in the UK by the end of this year.
The majority of this expenditure will be allocated to search engine marketing, the research firm said.