Incentives of online marketing

There are five incentives for online marketing - whether used as part of a search engine optimisation or pay per click campaign - that can be used to increase user interaction and engagement, one sector commentator has claimed.

In a post for SEOmoz, Lucy Langdon states that running a website which is full of user generated content is one way to increase this engagement and that including links back to the user's own website could fuel this further still.

Next she advises websites to feature their users by creating a space for guest posts, while promising to donate some revenue to a charity every time a review of a product is posted could also engage users.

While product giveaways could be sure to attract potential consumers, competitions and prize draws are a "really adaptable way of incentivising certain types of user behaviour", Ms Langdon adds.

Such advice could prove useful to businesses, after a GroupM study revealed that online marketing is expected to account for some 15 per cent of global measured advertising spending in 2010.

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