The value of online PR is leading brands of all kinds to adopt a web marketing strategy, according to eMarketer.

Karin von Abrams, senior analyst at the digital marketing research firm, notes that fast moving consumer goods (FMCG) brands have been among the slower adopters of online PR.

But they are now joining the crowd in benefiting from social media opportunities and other means of distributing a marketing message online.

"It is now clear that every brand or business can benefit in some way from building awareness online – or from rethinking its business processes to make full use of digital channels," she says.

Within the advertising industry itself, this is leading to new skills levels among professionals as they gain expertise in cross-media promotional activities.

Her comments follow the publication of figures by Nielsen showing that FMCG advertising expenditure was the greatest category in the first quarter of 2010.
 

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