Online marketing expert Karin von Abrams has stressed that internet marketing campaigns are increasingly at the heart of companies’ branding strategies.
Ms von Abrams, a senior analyst at the eMarketer organisation, said that nowadays virtually every brand has included online marketing within their overall marketing operations. At the same time, ad agencies are becoming ever more skilled at creating the perfect integrated internet advertising campaigns.
Although some sectors of the business world have taken longer than others to realise the full potential of online marketing – with one example being the fast-paced consumer goods sector – many companies within these sectors are now pioneering internet advertising and setting the standards for the rest of their sectors to follow.
This can be seen by the innovative ways in which many brands are using social networking or micro-blogging sites such as Facebook and Twitter, and in the strategies adopted to rise to the top of the search ratings in Google.
Ms von Abrams said: “It is now clear that every brand or business can benefit in some way from building awareness online, or from rethinking its business processes to make full use of digital channels.”
The rise of internet advertising was underscored recently when market analysts the Nielsen Company, which showed that worldwide spending on advertising increased by an eighth in the second quarter of this year – and spending on online marketing alone increased by 12 per cent.
At the end of the first quarter of 2010, the total global spend on advertising stood at a massive £65.4 billion.