Firms urged to adopt internet marketing for measurability
Internet Marketing
10 November 2008
Companies looking for a highly measurable marketing platform should turn to the web, according to the Internet Advertising Bureau.
Jack Wallington, programmes manager for the organisation, advised businesses to consider internet marketing as the business climate becomes more competitive.
He explained that online advertising is easy to review and change on the fly, allowing for a more adaptable marketing campaign - something that is crucial for firms looking to stay ahead of their rivals.
"Once a display campaign is running that isn't the end of the story - for the next couple of weeks you can, within minutes, adapt your campaign," the expert noted.
"If you are doing a display campaign, you can adapt it while it's live."
The Institute of Practitioners in Advertising recently released a report indicating that UK firms cut their marketing budgets for all channels except the internet - particularly search - during the third quarter of 2008.
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