Brands have been advised to consider implementing strategies involving search engine optimisation (SEO) and social media, rather than focusing solely on online banner advertising.
PR agency Punch Communications observed that the promotional campaigns of those in the online marketing services industry include a "far broader range" of techniques, as social media has "evolved significantly", alongside search marketing.
Referring to the social internet, the company observed that by concentrating on this, brands are able to engage with consumers and improve customer relations, as well as enhance understanding.
And people appear to enjoy using search engines, with an increasing number turning to them for information, suggesting that firms may profit from higher rankings in organic search results.
"Many people now prefer to use organic search results to help solve their problems and this is where SEO has worked best, with social media complementing the activity," managing director of Punch Communications Pete Goold observed.
His comments come after a recent TechRadar report revealed that webmasters are increasingly finding search engine marketing to be important, in light of the fact that, in July, over 113 billion queries were logged on sites such as Google.
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