Tuesday, 22, Jan 2008 10:04
The internet is a global medium, making it vital for marketers to consider their overseas audiences, an expert has remarked.
Bob Ivins, executive vice-president of European markets for internet information firm comScore, made his comments following the publication of new data which shows soaring numbers of foreign web users are accessing British media such as the BBC site.
He suggested that several media firms have successfully marketed their brands to an overseas audience, showing the power of the web for reaching worldwide markets.
"It is critical that publishers and advertisers understand their global franchise - not just their UK audiences," Mr Ivins urged.
Earlier this month, comScore and Google UK published a study which revealed consumers are increasingly using search engines to find information on travel.
They claimed the web is fast becoming the main resource for those looking to purchase rail, plane and bus tickets, with 20 million Britons seeking travel information in the first three months of 2007.
