More than half of marketers are using the internet to reach consumers, but many are failing to take advantage of new methods such as social networking, research has found.
Online advertising tactics such as search engine optimisation (SEO) and pay-per-click advertising are being used by over 50 per cent of marketing professionals, according to the latest research from Citigate Dewe Rogerson.
Nearly two-thirds of those surveyed predicted that the internet would merge with other communication methods within the next four years, citing it as the most important medium. A further 42 per cent are increasing the proportion of their budget spent on online activities as a result.
However, Phil Szomszor, head of digital at Citigate Dewe Rogerson notes that many are failing to take advantage of other opportunities available to them.
"We urge companies to consider areas that will deliver greater reputation management value than SEO and e-newsletters, such as buzz monitoring, blogger relations and, where appropriate, social network engagement and producing company blogs," he says.
Last week E-consultancy and cScape found that 59 per cent of companies are planning to increase spending on email marketing, as this is the tactic that has helped them engage most with customers.
