E-commerce professionals "should spend 90 per cent of their marketing dollars online", according to the co-founder of an online baby clothing business.
Sarah Brown of Twobluepeas.com told Practical eCommerce that traditional marketing is often too expensive for new businesses.
However, internet marketing, which tends to be more cost-effective, may be a better option, she said.
She explained her business found pay-per-click (PPC) advertising through Google AdWords to be its "most successful marketing channel".
Ms Brown said: "Clicks are cheap, ads are extremely targeted, and we have complete control over when where, and how often our message is displayed."
She added that for firms on a budget, data trackers such as Google Analytics can help businesses measure the success of their online marketing campaigns.
Her business, which she established with her friend Helen Huckaba, has been up and running for two years. Both women had previous advertising and marketing experience in Texas before launching their business in May 2007.
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