Clever use of e-commerce and online marketing can allow smaller businesses to compete with their larger rivals, it has been suggested.
Tink Taylor, business development director of internet marketing agency dotMailer, commented: "Online marketing allows small savvy businesses to punch above their weight."
He pointed out that techniques such as viral marketing tactics, using social networks and email advertisements can lead to reach their target audience and increase sales in both physical stores and online shopping outlets.
Mr Taylor added: "The growth of social media also allows businesses to build their brands and develop market share in ways that just aren’t possible or effective offline."
According to the Internet Advertising Bureau, online marketing has grown faster than any other medium, to be worth £1.7 billion for January to June this year.
It also reveals that spending has increased by 21 per cent on a like-for-like basis over the past year, while all other areas apart from cinema have experienced declines.
Furthermore, while the UK advertising industry saw a decrease of £65.6 million, the online sector recorded an increase of £348.2 million. |
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