Any successful internet marketing campaign will involve a mixture of search, social media content and pay per click (PPC) services, as each can bring their own particular strengths to increasing a company’s online profile, it has been claimed.

Writing in the Journal, Lisa Forster said deciding the exact focus on elements like search engine optimisation (SEO), PPC marketing and blogging will depend on the intended audience for the campaign.

The starting point for developing a marketing mix is "finding out where your targets hang out", she noted.

For example, only eight per cent of Twitter users are aged between 12 and 17, while 71 per cent of under-29s log in to Facebook every day.

Looking at the elements of the marketing mix, Ms Forster said SEO services are good building "solid, long-term" foundations, while PPC marketing is good for generating highly-targeted traffic in a short space of time.

Social media boosts customer communication and helps to build a brand. It also helps to drive traffic because search engines "love frequently updated content" from blogs, Facebook, YouTube and Twitter.

Harvey Raybould of Compila recently said that blogging remains the most effective social media tool for boosting SEO.

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