Internet marketing services looking to take advantage of the opportunities offered to them by social media are still in a period of experimentation, according to one expert, as the medium is "still in its infancy".

This is the view of Dan Oliver, editor-in-chief- at .net magazine, who stated there is still little consensus on what the best practice for the area will be.

However, he went on to say he expected the sector to grow over the next few years and that any business looking to expand its online presence "would be crazy" to ignore online marketing.

He noted even the most traditional forms of advertising could benefit from the added personalisation an internet campaign is able to provide and predicted the industry is "entering an exciting time for combined print/digital campaigns".

Mr Oliver was speaking in response to a study from Bigmouthmedia that revealed spending on social media promotions is overtaking direct email marketing strategies.

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