Online advertising overtakes TV

I heard on the radio this morning whilst driving to work that online advertising had finally overtaken TV in terms of revenue in the UK.

It's not at all surprising really. During a recession it makes sense for businesses to tighten the belt and in terms of marketing spend. You need to be able account for your spend in terms response and return on investment. And online gives you just that - it's dead easy to monitor, so for every pound spent you can account for what comes in.

The important thing is - the most successful online advertisers tend to be the most successful at marketing themselves through other channels too. So the key to it is to have an appropriate mix - and the affordability of online methods (eshots, pay-per-click, SEO, proximity marketing) means that well organised small businesses who have a strategic approach built into their business plan have reall opportunity to punch above their weight.

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