Concentrating on internet marketing may be the best path for businesses looking for a measurable and transparent advertising channel during the economic downturn, it has been claimed.

Web-based marketing can be useful as it offers tracking capabilities that other media – such as print and TV – lack, E-consultancy editor-in-chief Chris Lake commented.

"In a recessionary climate we’ve got much more focus on proving return on investment. That’s pretty much why the internet has taken off in terms of advertising, because of measurability," he remarked.

He went on to suggest that businesses should never cut ad spend in a downturn and highlighted the importance of accountability during such a climate.

"TV and press just isn’t that accountable," Mr Lake said.

In the UK, internet advertising spending increased by 21 per cent to reach £1.7 billion in the six months to June 2008, according to the Internet Advertising Bureau.

Search engine marketing was the main contributor towards this growth, while other channels such as display also did well, the report said.

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