Firms embracing online marketing once again with ‘more adept’ campaigns
Data shows that the online marketing sector is moving in a positive direction, but are truly multi-channel campaigns affordable for all businesses? (John Burns)
To Gain the Most from Digital Marketing, It is No Longer Enough to Just be There
Growth in online advertising spending underlines the improvements being made to multi-channel campaigns developed by internet marketing consultants, it has been suggested. Agencies are becoming “more adept” at developing “truly integrated campaigns”, according to eMarketer senior analyst Karin von Abrams.
This is indicative of the clear strides that have been made towards developing effective cross-media campaigns, she claims, as well as revealing that the web is beginning to play a more central role in general marketing activity for nearly all brands.
Her comments follow the publication of new research by The Nielsen Company last week, which indicated that global advertising spending increased by 12.5 per cent in the three months to June. Internet advertising saw growth of 12 per cent in the first quarter of 2010, compared to the same period 12 months earlier.
Meanwhile, Britain’s search engine optimisation providers have also began to prove their value over the last few months.
Data from Efficient Frontier indicates that the UK’s search marketing sector grew by ten per cent over the last 12 months. Underlining this trend, all major search engines saw an increase in cost-per-click rates during the second quarter.
Ms Abrams explained that companies are increasingly bolstering support for their online campaigns with TV and mobile adverts. This could be adverts prompting further customer engagement and feedback online.
Ms Abrams also added that a number of firms from the fast moving consumer goods sector, which has been slow on online marketing uptake, are beginning to improve their internet advertising offering. She noted: “It is now clear that every brand or business can benefit in some way from building awareness online, or from rethinking its business processes to make full use of digital channels.”
Social media has also helped to change this trend, with firms such as Proctor & Gamble encouraged to make the transition online.