Online marketing improves industry presence of SMEs

Efficient online marketing allows small businesses to “punch above their weight”, an industry expert has said.

According to Tink Taylor, business development director of dotMailer, having a strong online presence allows small firms to improve their standing within the marketing industry.

He added that the growth of social media also allows businesses to develop their brands and build up market share “in ways that just aren’t possible or effective offline”.

“Viral marketing tactics such as forward-to-a-friend and adding content to social networking links in emails, allow businesses to use their captive audiences to target new, like-minded recipients,” Mr Taylor commented.

According to a report by the Internet Advertising Bureau, the online advertising market was worth almost £1.7 billion between January and June.

In the first six months of 2008, the market was worth £1,682.5 million - a 21 per cent increase from the same period last year. Spending on internet advertising was also up by 21 per cent from the same period in 2007.