A new survey has highlighted the increasing emphasis on the importance of search engine optimisation (SEO).

According to the study, put together by Anderson Analytics, an estimated 42 per cent of marketing executives said they considered SEO would be increasingly significant in the advertising sector during 2008.

It was also noted that of the 1,700 Marketing Executives Network Group (MENG) members asked, around 60 per cent were in agreement that brand loyalty and customer satisfaction played a vital role in any marketing campaign.

Commenting on the research, Richard Guha, chairman of MENG, said: "This is the first of a series of studies by MENG which will make a major contribution to the growing effectiveness of marketing."

It was also revealed that eco-friendly marketing would be a key factor in 2008 campaigns with an estimated 32 per cent of respondents citing green marketing as a new industry buzzword.

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