A growing number of internet shoppers and search engine users means it is now vital for businesses to consider online marketing, one expert has suggested in an article for local north-east newspaper The Journal.

According to industry specialist Mark Fagan, the current marketplace is filled with a range of marketing opportunities and the sheer volumes of people using sites such as Google, Yahoo! and MSN to find what they are looking for means search engine optimisation is becoming ever more essential.

He states that currently around 24 million people in the UK are currently using these search engines on a daily basis and that due to this it makes absolute commercial sense for search to be a key element of any company’s overall marketing strategy.

Adding that by improving natural listings with search engine optimisation or building presence with pay-per-click advertising, Mr Fagan explains that advertisers and retailers can plan their marketing budgets strategically to include optimising their site and generating web traffic.

By implementing these plans into any existing advertising budget businesses may find that the have a manageable solution to improving their level of coverage, increasing the amount of high-quality traffic and this can often be much cheaper than other methods of marketing, he concludes, with many able to save over 50 per cent of their annual spend.

His comments are echoed by another specialist, John Kinder, who states that social media and the emergence of what is widely referred to as Web 2.0 is continuing what is an exiting time for marketers looking to boost the businesses of their clients.

Mr Kinder believes that Web 2.0 has changed the advertising landscape dramatically and that although the power of a brand may have traditionally been in the hands of the company behind it, this influence is now often in the public domain as user-generated content through message boards and social communities provide a different way for business to engage with the public.

Internet marketers were also advised that shoppers place a great deal of emphasis on such content by Ben Camm-Jones of Web-User magazine this week when he stated that by looking at the business model of eBay, marketers can see how online buzz and comment can be a useful tool.

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