E-marketing 'key piece of the puzzle'

29/08/2008

Internet marketing is a key piece of the puzzle for businesses looking to advertise their products and services to consumers, it has been suggested.

According to the editor of E-consultancy.com, the internet plays a "huge role" in how consumers conduct research before making purchases.

Chris Lake suggested that businesses failing to adopt internet marketing strategies risk being beaten by the competition.

"Ultimately, it's about using the unique strengths of all your different marketing channels to generate sales," he said, adding: "If you don't have a particular piece of the jigsaw, you're probably losing out."

Just as television advertising may prompt consumers to make purchases online, effective internet marketing may encourage them to buy products and services offline, he explained.

Official statistics show that 65 per cent of households in Great Britain have access to the internet, an increase of just over one million since 2002.

According to PC Retail, they also reveal that 55 per cent of consumers have made purchases online.

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