Online marketing ‘focus of many budgets’

Online marketing may see more growth over the coming year as firms look at which sectors to invest money in, claims one expert.

Alison Fennah, executive director of the European Interactive Advertising Association, says budgets often move around companies, with some multimedia firms looking at online revenues.

“I think, if anything, the current economic crunch will push people to be more efficient and will actually evolve the market,” she continues.

Furthermore, Ms Fennah believes online advertising will become a key focus for businesses looking to gain a web-based presence, although a decrease is likely across other media.

Earlier this month, Practical E-Commerce suggested that 94 per cent of firms are using search engine optimisation to promote themselves, despite many being unaware of the difference between ethical and unethical practices.

Keyword stuffing is just one example of this, with the statistics highlighting the need for proper training, it added.