Online marketing gaining ground

Organisations are increasingly turning to online marketing techniques such as search engine optimisation and social media marketing, while print advertising is losing ground, new research shows.

A study by LinkedIn Research Network and Harris Interactive found that corporate advertisers are turning to online media to sell their brands.

Internet advertising is used in a variety of different ways, the survey found, with some 79 per cent of respondents using the online platform as a branding device.

Others use it to offer information for offline transactions, while the medium is also used to promote online transactions as well as to create a community around a brand, the research found.

A relatively small proportion of marketers (14 per cent) use the internet for a standalone campaign, the research claims, although more than half use it as part of an integrated campaign with other media forms.

Certain online marketing techniques, such as search engine optimisation, are becoming more popular at the moment thanks to their cost efficiencies, Aaron Kahlow, founder and CEO of the Online Marketing Summit conferences, recently told BtoB Online.

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