Successful internet marketing "not inherently expensive"
Tuesday, 04, Nov 2008 10:37
A successful internet marketing campaign does not have to cost a lot of money, according to one expert.
Brian Fetherstonhaugh, chief executive of advertising agency Ogilvy, suggested to EurActiv that by planning carefully and remaining patient it is possible to reap the benefits of online marketing without spending too much.
"It is not inherently expensive," he remarked.
Mr Fetherstonhaugh was referring to the new media marketing campaign being carried out by Barack Obama and his team ahead of this week's US election.
He said that while record amounts of money have been spent by Mr Obama, key parts of his web campaign have cost little, such as getting a volunteer to design his website and making sure that content is refreshed regularly by users.
These techniques have helped Mr Obama to be hugely successful, the Ogilvy chief said, explaining that he was 18 points behind Hillary Clinton in the polls less than a year ago.
Mr Obama is currently odds-on at the bookmakers to win the presidential race.