The Internet Advertising Trend
Will the internet advertising trend ever be overtaken by something else, or will it continue to be the marketing medium of choice for many businesses?
Internet Advertising ‘crucial for all brands’
Tuesday, August 17 2010 by Kate Billinghurst
The internet is now the marketing platform of choice for a wide range of brands, it has been identified. With cross-media marketing becoming prevalent among UK companies, expertise in internet-based advertising is growing considerably, noted Karin von Abrams, senior analyst at eMarketer.
“Agencies are increasingly adept at truly integrated campaigns, using TV or mobile, for example, to drive online engagement,” she pointed out, adding that the Web is generally the hub of all marketing activities at present.
In some cases, brands found it difficult to determine what they needed to do in order to be effective online and also how the internet could benefit them personally. Fast-moving consumer goods industries in particular were struck by this lack of understanding and confidence, the expert identified, but this was soon addressed.
“A number of pioneering companies, such as Procter & Gamble, have changed that – as has the explosion of social media. It is now clear that every brand or business can benefit in some way from building awareness online,” Ms von Abrams explained. In some cases, she revealed that business channels had to be rethought in order to exploit digital marketing methods to their full potential.
According to recent study from Wildfire, UK technology brands are insisting on bringing old media mindsets to social media. Of those surveyed, 90 per cent had a presence on at least two social networks. However, 43 per cent of brands with a Twitter account had never replied to a tweet and only 25 per cent of brands reply to followers’ comments on their Facebook accounts.
The latest yearly PayPal Online Retail Report recently found that if online retail grows as predicted, then it will double its market share of total retail sales by 2012 to 10.4 per cent. This will mean that one in every £10 spent in the UK will be online.
Living Streams “Improving clients’ profitability through better use of the internet”.
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