Microsoft has issued some guidelines for advertisers as to how best to market their brands during the recession.

Writing on Microsoft’s adCentre blog, Libby Thomas commented on the emergence of several online trends as a consequence of the economic crisis, including an increasing number of shoppers searching for competitively-priced asos over luxury retailer Net-A-Porter.

Ms Thomas suggested that internet marketers should make sure keywords best reflect what their brand offers, as well as creating lists of negative matches to ensure that only relevant users are targeted by their advertising.

Further recommendations included featuring prices – which have been seen to enhance brands’ click-through rates – on ads and focussing on unique selling points such as free delivery.

Marketers were recently urged by Neil Strother of market research company Forrester to harness the growing power of the mobile web as audiences in that field continue to expand.

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