Improving online marketing and internet advertising campaigns can be one way to avoid the impact of the looming credit crisis, one expert has suggested.

In an article for e-consultancy this week, James Harrison, joint managing director of Harrison Moscow Communications, states that by looking at the way they market their products and services, businesses can have a significant impact on their bottom line.

He states that professionals in the advertising industry need to reconsider the way they treat brand management and focus on effective ways to improve return on investment.

It is noted that marketers also need to bear in mind what they can offer their customers rather than building the message that the company wants to get across.

"They need to think about the impact that their collateral has on the audience they are trying to influence and create the language that is going to have the greatest impact," he states.

He concludes that the "role of the website has evolved" and that internet marketing can be used to take full advantage of this.

Also this week, an article for suggested that there were 30 ways for small companies to improve their search engine marketing strategies.

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