Firms 'should do more in online PR'
Internet Marketing
28 November 2008
Businesses could benefit from expending more time and effort in the area of online PR, it has been suggested.
According to a survey by Citigate Dewe Rogerson, nearly half of UK and Irish marketers are deterred from investing in web PR by the cost of doing so, while just over 40 per cent lack the necessary in-house expertise.
While over half of those surveyed said they already used internet marketing strategies such as search engine optimisation (SEO) and email, more could be done to increase the effectiveness of these firms' online PR, Citigate Dewe Rogerson said.
"We urge companies to consider areas that will deliver greater reputation management value than SEO and e-newsletters, such as buzz monitoring, blogger relations and, where appropriate, social network engagement and producing company blogs," Phil Szomszor of Citigate Dewe Rogerson stated.
According to Amy Kean of the Internet Advertising Bureau, a growing number of big brands are waking up to the high online PR potential offered by setting up a blog.
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