Pay per click services can help businesses to test potential offline marketing campaigns, according to one expert.

Speaking to BtoBonline.com, author MaryEllen Tribby said that pay per click services can represent a cheap way of testing high-cost offline channels.

She added that testing is vital for any marketing campaign and commented: "There’s just no excuse for bombing in direct mail, or print ads or anywhere you have to spend more money. You can test it online first."

Businesses should also look to cut costs by knowing their customer base and how they are likely to want to communicate with the company, Ms Tribby added.

For example, firms should keep channels such as phone open for those who do not like contacting companies via the web, while businesses should also avoid using non-online marketing when it comes to reaching those who are known to solely rely on the internet.

According to the Web Analytics Association, 96 per cent of marketers intend to maintain or increase analytics spending for the testing and measurement of their campaigns this year.

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