Online marketing 'offers strong growth'

11:37 29th December 2009

Companies in Lancashire could benefit greatly from shifting some of their advertising spend to the world of online marketing, it has been suggested.

According to Eva Berg-Winters, digital media expert at consultancy firm PricewaterhouseCoopers, the advertising market is seeing "tremendous change" and one area getting a boost is the world of web-based promotions.

She explained that while online marketing channels such as email are "already quite huge", it is likely to continue to rise up the agenda for many companies.

"As the recession recedes I think online will continue to play out its strengths in terms of measurability and accountability," she outlined.

The expert added that those qualities mean businesses will continue to invest in such promotions, although some platforms are still generally in a better condition than others.

Recent figures published by the Internet Advertising Bureau Europe and InSites Consultancy suggested that firms need to perform strongly in terms of online marketing if they are to succeed on the web.

It suggested that a strong search engine optimisation performance in particular would be key to many companies' success over the coming 12 months.

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