Although social media marketing is still in its relatively early days, it has an enormous amount of potential for B2B marketing professionals, an expert has said.

Sam Tilson, director of search engine optimisation at Idea Taxi, pointed out that the rewards will be great for companies that can start their social media efforts now and engage their consumers online.

“As more companies learn about social media and its impact in terms of PR, it will become a very useful tool for [them],” he said.

Mr Tilson added, however, that search marketing can be challenging, as it is not always known whether search engine optimisation or natural search engine algorithms are influencing the improvements in search rankings and web traffic.

Recent figures from e-retail industry membership community the Interactive Media in Retail Group and research provider the British Population Survey reveal that the use of social media has increased fourfold within the last two years.