Expenditure on online advertising in 2008 will defy fears over the wider economy by rising 23 per cent to over £3 billion, according to internet experts.

Consultants at a conference in Birmingham claimed that this figure will further increase to £4.45 billion in less than three years as firms strive to capitalise on an online audience.

Firms are increasingly seeking new ways of attracting business and expanding their web presence beyond a single website.

However, Stefan Tornquist, research director at MarketingSherpa Inc, claims poorly optimised ‘landing’ pages can limit the money firms can generate.

He said: “With the expertise in search engine marketing and other advanced techniques that are being made available to the SME market, I am optimistic we will see many more tried and tested online campaigns as well as result generating landing pages in the future.”

A recent survey by eMarketer.com suggests that over a third of consumers welcome relevant online advertising.

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Related Topics: General Marketing