Online marketing 'set for further growth'

Online marketing offers firms control and the ability to measure campaign success, which means its use will irrevocably spread, an expert has claimed.

Paul Sprokkreef, of digital promotions agency Web Profits, argued that many businesses have begun to recognise the importance of possessing an optimised web presence.

"Companies that haven't already done so are finding themselves scrambling to create a presence so they can continue to achieve success and grow or as a minimum maintain market share," he asserted.

The industry commentator suggested firms should ensure their websites are well-planned and easy to navigate.

In order that potential clients can find the site, it is important that it is optimised for search engines, while other tactics such as pay-per-click advertising can also help boost awareness, Mr Sprokkreef added.

However, research conducted by internet analyst JupiterResearch last year revealed many smaller companies were ignoring simple search engine optimisation tactics, believing them to be too complicated or expensive.