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Report on online advertising |
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Written by Dave McCarthy
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Friday, 13 July 2007 |
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The research body Forrester has released a study on online behaviours and advertising and reached some impressive figures which eCommerce businesses as well as offline retailers should take note of. It estimates an annual spend on online advertising in Europe of £10.8 billion by 2012, double the current rate. It also says that European internet users now spend 14.3 hours a week online, more time than they spend watching television. For me, this is great news!
If online advertising is going to become twice as competitive as this report suggests, then search engine optimization becomes twice as neccessary for anyone who wants to make the greatest possible impact, and twice as appealing in terms of cost relative to a PPC campaign. What this report serves to underline is that eCommerce is still growing at a phenomenal rate, despite any lingering scepticism over the long-term prospects of online businesses. The report concludes: "After five years of dipping their toes into the online marketing waters, firms have come to realise that the net is a valuable medium for client acquisition, retention and market expansion" Well there's something that should have been pretty obvious for a while. Still, as I said, great news for SEO. As online advertising becomes more widespread and more competitive it also becomes less efficient. Being on the front page of Google though, that's gonna be worth even more than it is now. |
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