A new study by the Internet Advertising Bureau and PricewaterhouseCoopers has indicated that while overall spending on advertising is falling, how that expense is being used is altering.

Total advertising spending was down 16% in the first half of 09 in comparison with the corresponding period in 08. In itself the amount spent on TV advertising is down 16%. However during this period the amount spent on Online Marketing has now increased to £1.752bn, overtaking that spent on television.

The home use of quicker, lower cost (and frequently free) broadband services is becoming more prevalent and this encourages the use of the net and the necessity to advertise in that area. The Internet Advertising Bureau and PricewaterhouseCoopers report comments that the down turn has accelerated this alteration in advertising spending.

Online advertising is a overall term that covers a number of processes including direct e-mailing and classified adverts. Banner advertising is most likely the most ovious but needs careful use and placement. Someone browsing a website will repeatedly ignore banner advertising while concentrating on the content of a site. A more valuable method of online marketing is an approach known as search marketing. The normal online user will use a search engine to find particular goods and services, selecting a possible supplier from the search listings.

The best known search engine is probably still Google, but Yahoo is presently trying to remind the world of its existence with extensive advertising. Bing is another search tool that will become more important because of its links with Microsoft. With so many search engines out there, it makes sense to make the search for a company site more effective and this can be done using a method known as search engine optimisation.

A potential customer will normally 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 appears on that first page and that the search result is relevant to the customer’s needs.

A Search Engine Optimization Company using these methods will include making adjustments to a business website so that search terms entered by a customer are likely to be found amongst the text. These need to be appropriate as a misleading result could put off a potential customer. It may also entail the creation of supporting documents such as this, which publicise the company and its site. References from another website will be helpful in increasing visibility.

Properly arranged optimisation will raise the profile and reputation of a business with the search engines and raise the chances of being placed on the first page of search results.

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