Firms looking to advertise new products though internet marketing should make sure their goods have a story behind them.
This is the advice of Patricio Robles, a tech reporter at Econsultancy, who claims consumers love stories and will be intrigued by a product that has a tale to tell.
In a post on the Econsultancy blog, he recommends that marketers time their approach and hold off until a compelling and original story can be crafted.
He also advises firms to limit themselves to small communities at first – perhaps through blogging – and to be selective in who they market to.
"It’s these approaches that typically pay off, even though they require more time and effort," Mr Robles states.
According to e-Travel Blackboard, Steve Sherlock, managing director of car rental comparison site Oodles.com, recently advised small firms establishing a web presence to build up some brand value before attempting search engine optimisation.