Using SEO to reduce marketing spend

Technology - such as search engine optimisation (SEO) - can help businesses reduce their spending, but one expert notes it should be tested for its effectiveness first.

Research projects manager at The Chartered Institute of Marketing Thomas Brown said such technology can be a "great" way of maintaining the dialogue between customers and the brand.

This was because it supported the idea of sustainability and allowed firms to position themselves as more contemporary, innovative and progressive, he added.

Mr Brown explained that it was also easy to measure the results of online marketing and that companies could simply shift all of their communications online and save "a lot of money" as a result.

However he warned: "Be sensitive to the amount of e-communications people receive and don't be cavalier when it comes to data protection and privacy communication."

With this in mind, SEO may be an effective marketing form as it sees consumers searching for the information on a brand themselves.

According to the Internet Advertising Bureau and PricewaterhouseCoopers, in 2008, the online advertising market was worth almost £3.5 million, up 17 per cent on the previous year.

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