2009 the year for ROI

This year businesses are putting more of a focus on their return on investment (ROI) and search engine optimisation (SEO) and pay per click (PPC) may be the way to realise this goal, according to one sector commentator.

Alison Fennah, executive director of the European Interactive Advertising Association, said that some companies put all of their focus for ROI on direct response advertising, a process she would not necessarily advise.

She added that instead firms needed to plan, implement and track their advertising campaigns better than they have before.

Speaking about PPC campaigns, Ms Fennah explained: "Simple means effective and creative [in this context] because in a campaign of any sort its creativity and communication that's going to make the difference."

She concluded that because online advertising was cost-effective she believed that was where organisations would put their revenue this year, while there would be a decrease in other types of media.

A recent article by William Flaiz in SearchEngineWatch.com predicted that with the cost of paid search terms increasing, SEO may see a lot more attention in 2009.

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