Online PR is to continue to grow in prominence as a result of the increasing use of the web, it has been suggested.

According to Aygen Tezcan, Interactive Advertising Bureau (IAB) Turkey coordinator, within four of five years, the market will expand as so-called Generation Y – which grew up with the web – comes to power, Sunday’s Zaman reports.

For example, in Turkey the online PR sector has seen double-digit growth each year over recent times, she claimed.

"A convergence is taking place throughout the world. The world’s main mediums [television, radio and newspapers] have become accessible through the internet," the expert added.

The marketing format will change in line with this convergence, Ms Tezcan went on to say.

Figures produced recently by eBay Advertising suggested that well-pitched online PR could reap benefits during the festive season.

It found that 85 per cent of shoppers are planning to either maintain or increase their internet-based purchases over Christmas.

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