The Advertising Standards Authority (ASA) has revealed plans next spring to extend its regulatory arm to encompass online marketing and online advertising.

From 1 March 2010, the ASA will have what chairman Chris Smith has described as “the most comprehensive approach to the regulation of advertising in website space anywhere in the world.”

Over the past few years, the ASA has received some 4,500 complaints concerning online marketing, yet has been unable to take little or no action.

However, from March next year it will be able to intervene to maintain online advertising’s self-regulatory system – particularly when it comes to protecting the safety of children on social networking sites such as Twitter and Facebook.

The ASA website will feature a “rogues’ gallery” of online marketing offenders against its code of practice and warnings will appear in the results of Google and other search engines. There will also be a list of products and brands that defy the code.

The Committee of Advertising Practice (CAP), which wrote and maintains the code of practice decided to extend the ASA’s remit after a formal recommendation from a wide cross-section of British industry.

The advertising and marketing industry has itself agreed to apply a standard 0.1 per cent levy on all paid-for advertising on internet search engines, extending the existing funding mechanism across other media that pays for the ASA. Google is providing the initial seed capital.

Website owners and online advertising agencies are urged to sign up to CAP Services to receive guidance and training so their sites will comply with the new rules before they come into effect.

CAP chairman Andrew Brown said, “Our aim has been to extend further in the online world the principles that are already well established in our system, namely those of effective consumer protection and fair competition.”

Despite being described as “the best tool to aid stalking since Facebook,” location-based social media platform Foursquare will prove a massive boon to online marketing companies, one expert has suggested.

Judith Lewis, head of search at media consultancy Beyond, told readers of Marketing Week that in fact Foursquare is the “king of social media marketing.”

After downloading the application, iPhone or other smartphone users can to be located using the phone’s own GPS system. Foursquare then gives them local locations of possible interest and the option to “check in”. Security concerns have been raised because this can be broadcast on other social media platforms such as Twitter and Facebook, which could give stalkers and other criminals valuable personal information as to a burglary or stalking victim’s whereabouts. However, Foursquare does make available the option to prevent this, so it is up to the user to stay secure while using the app.

Many businesses have already seen its vast potential as an online marketing tool, Ms Lewis pointed out. Famous brands such as Starbucks, Domino’s Pizza, Pho, Hummos Bros, The Breakfast Club, Evans Cycles and many others have added their businesses to the network in order to ensure that their nearest branch is always pointed out to Foursquare users.

But they also use it to do more than that. Ms Evans stressed that such companies have“realised that the future of interaction in “real life” is becoming firmly based within the digital world.”

“For these and other businesses, Foursquare has become a valuable way of interacting with, and rewarding, regulars,” she pointed out.

“While one of the most difficult things to measure is how much online marketing drives purchasers to offline shops, Foursquare is one tool a marketer can use to help measure, as well as engage with, this customer.”

With its seamless integration of online and offline behaviour and the growing popularity of smartphones, Ms Lewis concluded that Foursquare “is set to be the new dominant force.”

A new report from eMarketer has revealed that the USA is leading the way when it comes to the ascendancy of online marketing across a variety of different platforms.

The organisation said that some 6.7 per cent of all online advertising budgets this year will be earmarked for social networks such as Facebook and Twitter, thanks to the slow but steady economic recovery in the US and the focus among marketers of reaching the millions of users of social media.

Researchers estimated that this year will see over $1.68 billion spent by US advertisers on Twitter and other social networking sites in 2010, which represents an increase of more than 20 per cent compared to last year. By 2011 this figure will have rocketed to over $2 billion, they added.

In December last year, eMarketer said that there would be some $1.3 billion spent on online advertising across social networks during 2010, but online marketing across these platforms has been so successful – particularly on Facebook – that analysts have been forced to drastically revise their forecasts upward.

The eMarketer report said that around half of all advertising spending on social networks will go to Facebook, due to the continuing eclipsing of MySpace by the site. Twitter has become part of the eMarketer calculations for the first time, after launching its advertising arm earlier this year.

The group said that while 2010 will see relatively little spent on Twitter by online marketing campaigns, its potential to grow over the next few years is massive.

Just over a year ago, the Tweetmeme company decided to add another dimension to social networking – and opportunities for online marketing – by providing a single place for retweets.

This gifted content providers with a whole new stream of traffic and soon soared in popularity, leading to this week’s announcement by Twitter that it will officially be taking over operation of the retweet button, known properly as wp-tweet-button.

Tweetmeme’s retweet button currently receives more than 750 million hits a day, and its runaway success has unsurprisingly led to its transferral to an in-house feature on the Twitter site.

The new wp-tweet-button function is little changed from the Tweetmeme original, apart from a new design and colour scheme. Nevertheless, the are some new functions which will help content providers and online marketing experts promote their own brands, sites and services on Twitter.

Once the button is used to retweet, the user will see a list of suggested Twitter accounts to follow, which can be taken up by the website itself for its own promotional purposes, helping to make a retweet the next viral sensation.

Twitter has got a lot of interest going already about the new button, with the likes of YouTube and news outlets such as CNN, USA Today and the Huffington Post all ready to add it to their own sites.

On the company’s blog, Tweetmeme chief executive Nick Halstead revealed that his firm would be assisting Twitter with the switch.

“This will manifest itself in the launch of a number of new products and the first of these is being unveiled today,” he said.

One of these is EDataSift, which will allow website developers to create “streams of data” from the millions of tweets held on Twitter’s database.

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.

Global goods colossus Unilever’s senior vice-president Laura Klauberg stressed the importance of social networking sites such as Facebook in online marketing and advertising last week at the Cannes Lions Advertising Festival.

Delegates from all over the world gathered in the south of France to discuss the changes and challenges facing the industry and were all singing from the same hymn-sheet when it came to the pivotal role of social media over the next decade and beyond.

In previous years, special guests have included the bosses of the Microsoft corporation and search engine giant Google, but this year’s online marketing focus was well and truly on Facebook, with a special appearance for its founder and CEO Mark Zuckerberg.

Ms Klauberg, who is Unilever’s senior VP for global media, insisted that “social media isn’t just another channel. It’s not just about Facebook, it’s much bigger as it changes the relationship with the consumer, forcing us to change the whole mindset of our business.”

She revealed that her company is increasing its budget for digital advertising by at least 50 this year and said that it is increasingly reliant on online marketing to complement its advertising in more traditional media such as television or print.

Procter & Gamble is another company that is beefing up its social media role. The firm’s chief marketing officer Marc Pritchard told delegates that “the moment I realized the huge potential of social media was when I joined Facebook two years ago.”

With its ability to generate “instant feedback” on brands, services and products, Facebook – along with Twitter – are increasingly being targeted by forward-thinking companies for their unique contribution to advertising and marketing.

A leading online marketing organisation has urged companies to harness the instant feedback possibilities of social networking sites such as Facebook and Twitter.

A recent poll found that nearly half of all online consumers demonstrate their support or dislike for certain brands on Twitter or Facebook.

Referring to the study by market analysts ExactTarget, search engine optimisation company SEO Junkies argued that even negative feedback from such social media was very useful when it comes to formulating online marketing strategies.

SEO Junkies director Di Forster insisted that any companies that experience negative feedback online are well place to “turn it around and spin it to a positive.”

“You’re finding out how people are talking about you, whether it’s good or bad. It might be bad, but you need to know about it, then you can change it,” she added.

With the recent introduction by Google addition of an improved real-time search algorithm, which updates the search engine’s databases more swiftly and accurately than ever before, social media such as Twitter has become more important as a marketing device than ever before, Ms Forster insisted.

However, the benefits for companies intent on incorporating Twitter into their marketing strategies will not come without effort. Writing for Official Wire, SEO expert and social media businessman Leon Hill stressed that for social media to be at its most effective, brands have to put work into building up a strong and loyal following.

A company needs to consider what sort of fans it wishes to attract and then concentrate its online marketing efforts into enticing them.

Micro-blogging phenomenon Twitter is contributing to the excitement surrounding the start of the 2010 FIFA World Cup today with a special website set up for football fans around the world.

The social network unveiled http://twitter.com/worldcup, which is dedicated to all things World Cup – giving Twitterers information about the match schedules, flag icons of all the countries participating in the tournament, and of course the promise of live tweets throughout all the World Cup matches.

Writing on the official Twitter blog, its co-founder Biz Stone pointed out its advantages for fans and the potential for online marketing, with the dedicated site giving them a perfect opportunity to link up with teams, players and official sponsoring brands during the World Cup, not least through the medium of Twitter advertising.

He said that the Twitter FIFA World Cup page boast such unique features as live widgets, real-time search facilities and Top Tweets sections. The latter in particular is interesting, as its algorithm seeks out and republishes the most popular and interesting tweets about the tournament. By clicking on the View Match link, Twitterers are able to check out a live stream of all the site’s updates concerning an individual match.

But there is more to the Twitter/World Cup tie-in than that. It has also introduced a facility that causes a football icon to appear next to any tweet concerning the World Cup which features the #WorldCup hashtag, as long as users are viewing them via the Twitter Web interface.

When Twitterers use the hashtags with the first three letters in a participant country’s name, such as #ENG for England, the nation’s flag will appear next to the tweet in question.

Its a fact blogging is here to stay and if you have a blog the chances are it will be using the worlds most popular blog CMS Content Management system Wordpress. If you don’t have a blog why wordpress well one of the main reasons we used wordpress was it is so easy to use and second there are so many different plugins and options available so you can customise the blog to your own personal preferences.

One of the most important things needed if your blog is going to work and by saying making your blog work we mean generating visits and traffic is you have to consider the blogs setup from a seo or search engine optimisation point of view.

The best plug in for this is the all in one seo pack this really is a must if you are going to get the best out of your blog. This allows you to add meta titles, descriptions and keyword to each page which is very important in generating listings on google and other search engines. The second selection of plug-ins to consider are the social networking ones now social networking is as we speak becoming more and more popular and providing people the ability to share news or articles with there existing set of friends on followers on facebook or twitter it is a great way of generating free exposure.

Social networking is such a new source that many companies simply don’t understand the full implications of using it to benefit there companies from a marketing point of view. If you are new to blogging and are looking to get your company blogging on a regular basis we would say you would be better using a company that offers a blog setup service. This way you can be ahead of the game and save important time so you can start adding content online.

Time and time again the optimization of Natural listings and Google adwords is mentioned as one of the first steps to improving your companies fortunes online.  Often overlooked simply because of a simple lack of understanding Social media and the optimization of this should be considered as one of the first steps for your companies internet marketing.

Optimization of natural listings comes with first on page and link building a long drawn out process. Our Managing Director Garry Pickles explaines further ” Many Companies are still not fully aware of how to get the best from social networking. A Simple fan page or group is created and then neglected.”

The key to improving these fortunes is simple News content and relevant news content at that. If you can engage with the audience and provide interesting information and news on a regular basis then it is possible to generate traffic. More and more social networking sites are used to share infroamtion amoungst there peers this is where the snowball effect of the social networking experience comes into play.

So as with the optimization via link building for natural listings the optimization of social networking accounts isnt easy and dedication is required a longterm commitment is required but there really is nothing to lose. Once your companies grows its number of followers and friends the only way is up and the pages will grow and grow. This isnt a short term fix social networking is here to stay and in 5 to 10 years time you could be broadcasting  your companies information to literally thousands of people daily

So make the move into social networking and consider how you can get the best out of it before someone else in industry does.