Smaller businesses could find it beneficial to turn to the internet for their advertising needs, given that the medium of television is often costly and does not target as wide a range of people, according to a new study.

Findings from comScore’s latest survey on online behaviour within the home found that marketing conducted via the web is more cost-effective and efficient at contacting those most interested in niche products, such as internal analgesic liquids and men’s hair colouring.

According to Magid Abraham, writing on the comScore blog, the results proved to be "very encouraging for categories with buyer penetrations around or below five per cent of the population".

Earlier in the month, those involved in internet marketing services were advised by Article 10 Presentations to ensure their promotional messages are memorable, through using good presentation and delivery techniques, as people are likely to forget 90 per cent of the information they are presented with.

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