Having a good search engine marketing strategy in place is an element of a campaign that "cannot be underestimated", according to one expert.

Gemma Greaves of the Marketing Society stated the increasing use of technology across all sectors means search engine optimisation (SEO) should be a "key tactic" for any online promotional activities.

She added that, with around two billion individual searches being performed every day, SEO has become the equivalent of a virtual shop window to entice customers on to a website

Firms that employ a successful SEO strategy will find it a cost-effective way of increasing revenue that offers proven benefits to business, Ms Greaves continued.

Not fully exploiting the opportunities available "may prevent customers from finding, engaging with and ultimately purchasing from a business", the expert added.

She was speaking as a recent study by Zenith Optimedia predicted internet marketing services will grow three times faster than the advertising market as a whole between 2010 and 2013.

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