Firms 'failing to maximise' web potential

Retailers could be losing sales because they have failed to maximise the potential of their online marketing campaigns, a new report suggests.

A study undertaken by marketing agency Crafted Media shows more than 90 per cent of the companies feel online marketing is important.

The research shows just 39 per cent of marketers use search engine optimisation and 15 per cent make the most of pay-per-click advertising.

Crafted Media suggests this means many marketers are failing to make the most of their websites and online presence.

Brad Warwick, the agency's business development director, says many companies see online marketing as a "dark art".

"In the current economic climate, where every marketing penny needs to be spent wisely, many companies underestimate the power of an effective website or online marketing campaign," he adds.

Earlier this month, the Chartered Institute of Marketing published research which revealed a large number of marketers anticipate business will grow during the remainder of the year, despite the economic slump.