Online marketing 'will continue to perform'

19:29 19th July 2010

Any brand or business can benefit from boosting their profile through making use of all online marketing channels, it has been suggested.

Karin von Abrams, senior analyst at eMarketer, said: "The web is definitely taking on a central role in marketing activity for virtually all brands."

Her comments came as a report by Efficient Frontier revealed that the UK's search online marketing sector grew by ten per cent over the past 12 months.

Despite this, cost-per-click (CPC) rates are still down compared to the same period last year.

However, for the first time in five quarters, all the main search engines saw a rise in CPC rates during Q2 of the year, compared with Q1.

In terms of what this year and next hold in store for online marketing, Ms von Abrams said advertisers in the UK have made "great strides" in cross-media marketing.

She said that in order to drive and boost engagement on the web, companies are increasingly adept at producing "truly integrated campaigns" for their online marketing.

In the last quarter, there was one sector which particularly stood out in relation to investment, said Ms von Abrams.

"FMCG [fast moving consumer goods] brands have taken longer to get on board, because it wasn't immediately obvious how those brands could benefit from interactivity."

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