IAB releases marketing advice for companies
Companies have been encouraged to use techniques commonly employed by internet marketing consultants to help improve their business marketing strategies.
The advice comes from the Internet Advertising Bureau’s director of marketing and communications Sophia Haynes. She has claimed that there are a number of methods that can be used by businesses. What’s more, they don’t have to cost the earth at a time when many firms are still cutting back because of the downturn.
She claimed that as well as email marketing, a number of other methods can also be used by firms.
Three or four steps have been highlighted by Ms Haynes including, firstly, research. She claimed that research and optimising both natural and paid searches can be really useful for businesses, something which many search engine optimisation providers would back up.
Secondly, she recommended looking at local search terms, especially for smaller, more local companies.
On this subject, Ms Haynes said: “Especially for small businesses, their audience or customer base is local, [so] looking at optimising their local search terms is really important. [Include] a phone number, picture of the shop – or whatever you are promoting – make sure you are really populating it properly.”
Another recommendation on her list, was to make content more accessible to mobile-web users. With more people on the go it is essential that companies hone their sites to enable mobile browsing.
Finally, social media remains important with Ms Haynes saying: “I think you need to be very careful about the tone and using social too much, but if you can find a really nice angle and acquire an interest with the audience, you can really start to get people on board with your business.”
The IAB is the trade association for online and mobile advertising.
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