Internet marketing experts are likely to find that use of video and audio in their advertising campaigns will become second nature, it has been claimed.

According to Phil Turnbull, marketing manager at the international hosting company Hostway, the internet has become a "very interactive medium".

Speaking at Technology for Marketing and Advertising 2009, he said that over time this will be increasingly reflected in internet marketing campaigns.

"You’ve got social media sites, you’re combining that with video and audio, you’re allowing people to express themselves a lot more now," he explained.

However, he said the key to successful video and audio integration is to focus on deliverability, as campaigns could be undermined by jittery video or sound break-up, for example.

Technology for Marketing and Advertising 2009 was held at Earls Court in London last month and included a number of free internet marketing seminars from the Chartered Institute of Marketing.

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