Marketers should focus on targeted campaign strategies that deliver immediate, tangible results, according to

The firm suggested that marketers should exploit the benefits of pay-per-click advertising, as this is one of the most targeted methods available and offers measurable results, which in turn enables companies to spend their budgets more efficiently.

Marketers were also advised to nurture their consumer lists and business lists because it is much easier to retain old customers than to get new ones.

In order to keep their clients happy and satisfied, stressed that firms need to send them good offers and valuable information that are customised to their specific needs.

Dave Bascom, chief executive of, said: “To have success on the internet, you need a combination of [different] strategies to drive traffic to your site, establish credibility of your brand and convert traffic into sales.”

E-consultancy’s recent Social Media and Online PR Report found that 31 per cent of firms are not spending any of their budgets on social media.

Posted by Matthew Collins, Technical Director – IT Data Cleaning, Hygiene, Analytics, Databases