Stark economy 'will boost online advertising'

The amount spent via online advertising is likely to be bolstered by the current gloomy economic outlook, an expert has asserted.

Karin von Abrams, senior analyst at online resource eMarketer, suggested that because online platforms are both more affordable and easier to track than other marketing mediums, there is likely to be an upsurge in interest among advertisers.

"Because online channels are typically more accountable - and cheaper - than television, print and other traditional media, they can help advertisers to boost brand and market share even when money is tight," she suggested.

The analyst firm has predicted that British spending on search is likely to reach more than £2 billion during 2008.

Recently, Lee Odden, writing for the blog of digital agency Top Rank, commented that creative search engine optimisation is an effective marketing tool no matter what the wider economic environment.

Furthermore, he urged marketers to submit content to social media websites in order to build relationships with consumers.