Marketing News
Internet marketing 'best for adaptability'
Monday, 10 November 2008Online marketing is one of the best ways in which businesses can easily refine their campaigns frequently for optimum performance, according to one expert.
Internet Advertising Bureau programmes manager Jack Wallington said that the internet marketing medium's high measurability and adaptability means it is a good way for companies to perform effectively in today's highly competitive business climate.
He commented: "Once a display campaign is running that isn't the end of the story - for the next couple of weeks you can, within minutes, adapt your campaign.
"If you are doing a display campaign, you can adapt it while it's live."
This echoes recent remarks made by eMarketer chief executive and co-founder Geoff Ramsey, who explained that online advertising is likely to remain popular among businesses due to the fact that it is accountable and allows for highly refined targeting.
He also noted that internet marketing allows for higher levels of engagement with customers, as well as the ability to gather a range of consumer data from Web 2.0 platforms such as blogs and social networks.