Product category:
Direct Marketing
News Release from: Clash-Media | Subject: online marketing
Edited by the Marketingservicestalk Editorial
Team on 25 March 2008
Making the most of online marketing
Companies must increase their online budgets and expand their activity to reach the millions of potential customers that regularly use the internet, argues Luke Pursey, UK MD of Clash-Media.
As more households have internet access, and consumers are migrating from the high street to the internet, Luke Pursey of Clash-Media shares his opinion on how best to go about creating a comprehensive digital marketing strategy "WPP research shows that traditional forms of marketing are being gradually replaced by new online tactics", he says
This article was originally published on Marketingservicestalk on 7 Nov 2007 at 8.00am (UK)
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"With internet spending predicted to reach GBP3.4 billion this year compared to GBP3.5 billion for television, there is more parity now than there has ever been.
"The internet is bigger and more diverse, offering more opportunity than traditional campaigns - that's why consumers love it - so businesses must reflect that in their advertising strategies.
"But while much more money is going into online and digital marketing, do marketers always know exactly what they're looking for to optimise their digital campaigns? "Just as in traditional marketing campaigns, which have always combined television advertisements with strategic placement of poster campaigns on billboards, in magazines and in niche locations such as tube stations, it would be regressive for marketers moving online to focus on purely on one aspect or method of advertising.
"Google Adwords and SEO are areas of big focus, and have traditionally been the first port of call to provide online sales leads, but attention has to be paid to the new generation of more advanced and targeted methods of digital marketing, for example affiliate marketing and online lead generation.
"Affiliate marketing generated sales in excess of GBP3 billion in 2007, compared to only GBP2.22 billion from search engine optimisation.
"Diversity is one of the founding principles of the internet, so should be the bedrock of any online marketing strategy.
"Online lead generation, an evolution of affiliate marketing techniques, is able to produce high volumes of quality leads, through a process that brings speed, manageability and visibility to the marketing mix.
"Campaigns can be quickly set up, and are easily integrated into any marketing budget - making it straightforward for businesses to take advantage of all the internet has to offer".
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