Firms looking to establish an online presence must understand the “symbiotic nature” of channels if they are to maximise the benefits of their marketing efforts.

According to new research carried out by Edinburgh firm Lynchpin Analytics, over half (54 per cent) of sales enjoyed by a firm were experienced on the back of previous online advertising.

With nearly a fifth of customers (17 per cent) coming back to a website to make their purchase, the group believes that if the search engine function and the advertising ‘banner’ are not in coordination, the marketing benefits are likely to be dissipated.

Andrew Hood, managing director of Lynchpin Analytics, said that firms were not alive enough to the “symbiotic” relationship of channels.

“Our research shows that marketing channels do not operate in a vacuum and budgets must be strategically invested to maximise the return on investment of individual channels,” he added.ADNFCR-8000151-ID-18080966-ADNFCR

Related Topics: General Marketing