A recent investigation by the Internet Advertising Bureau and PricewaterhouseCoopers has shown that while overall spending on advertising is reducing, how that expense is being used is altering.

Total advertising spending was down 16% in the first half of 09 against the corresponding period in 2008. In itself the amount spent on TV advertising is down 16%. However during this episode the amount spent on Online Marketing has now grown to £1.752bn, overtaking that spent on television.

The household use of quicker, lower cost (and frequently free) broadband services is becoming more common and this encourages the use of the internet and the necessity to advertise in that area. The Internet Advertising Bureau and PricewaterhouseCoopers report notes that the financial crisis has accelerated this redirection of advertising spending.

Online advertising is a general term that covers a number of methods including direct e-mailing and classified adverts. Banner advertising is most likely the most visible but needs careful use and placement. Someone browsing a website will often ignore banner advertising while concentrating on the content of a site. A more effective method of online marketing is an approach known as search marketing. The typical online user will use a search engine to find specific goods and services, opting for a possible supplier from the search results.

The best known search engine is probably still Google, but Yahoo is currently trying to remind the world of its existence with extensive advertising. Bing is another search tool that will become more significant because of its association with Microsoft. With so many search engines to choose from, it makes sense to make the search for a organisation site more successful and this can be done using a technique known as search engine optimisation.

A potential customer will probably make a selection from the first page of search listings. Search engine optimisation methods try to ensure that a business site has a good Search Engine Placement so that it is listed on that first page and that the search result is pertinent to the customer’s needs.

A Search Engine Optimisation Company using these processes will include making adjustments to a business website so that search terms entered by a customer are liable to be found around the site. These need to be relevant as a misleading result could put off a potential customer. It may also involve the creation of supporting documents such as this, which promote the organisation and its site. References from another website will be helpful in increasing visibility.

Properly arranged optimisation will increase the profile and status of a business with the search engines and increase the chances of being listed on the first page of search results.

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