Brands and marketers have been given four suggestions as to how they could spend their budgets, following statistics revealing that the amount directed towards advertising on the web has outstripped that spent on television campaigns.

Kevin Gibbons of Econsultancy firstly recommended companies assess their web designs to ensure their pages "are ready to actually sell".

He further noted that social media, which can be difficult to harness well – particularly for smaller companies – can offer "satisfying and rewarding" returns, although it "takes time and dedication".

Search engine optimisation was also emphasised as being "effective for any company", if tactics such as targeted keywords and localised search are used that are specific to organisations.

Lastly, Mr Gibbons stated that paid search, which is often considered too expensive, can be beneficial through specially selected phrases and keywords.

In other news, figures from Econsultancy’s Email Marketing Platforms Buyer’s Guide revealed that advertisers could benefit from using email marketing in their strategies, as the sector is expected to be valued at £292 million by the end of 2009.

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