Digital advertisers must ensure that their marketing output is focused on quality in order to entice customers, it has been suggested.
Writing on the Econsultancy blog, Kevin Gibbons noted that taking shortcuts in campaigns could potentially put brands at risk, through alienating their clients, or worse – "looking ridiculous".
He advised those involved in internet marketing services to ensure strategies employing search engine optimisation avoid concentrating on quantity, as these methods "now actively hurt many optimisation endeavours" and engines can restrict attempts at influencing search results.
Mr Gibbons further stated that "everything you do to promote your brand needs to be driven by quality", recommending advertisers take care with email marketing messages and devote effort, thought and time to social media campaigns.
Earlier this month, Nicholas Carson from Business Insider stated that marketers should steer clear from banner advertising as it is click-reliant, cannot tell a story and cannot engage with an audience without being irritating.
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