Online advertising - including website optimisation - continues to grow

Online advertising - including website optimisation - continues to grow

The popularity of digital marketing - and in particular website optimisation - has been known for quite some time now. With its concrete return on investment, vast scope and transparent accountability, it is easy to see why digital marketing channels - such as search engine optimisation - have come to the fore.

Website optimisation in particular has benefited massively. This is partly down to the fact that SEO agency professionals are getting much more IT savvy, but also that a search engine marketing strategy can be run indefinitely and have gradual benefits if it is well thought out. And according to new research from the Interactive Advertising Bureau (IAB) the growth in digital marketing - such as website optimisation - is by no means coming to an end.

The organisation's latest annual advertising expenditure report for the year ending December 2009 has shown that the European digital advertising market grew by 4.5 per cent last year. While this is down on previous years' results, the combined value of digital marketing expenditure on the continent reached 14.7 billion (12.1 billion).

And despite ongoing pressure from the global economic downturn, website optimisation ppc management and other forms of search engine marketing were particularly resilient. The IAB noted that search grew by 10.8 per cent year-on-year. Commenting on the strength of search engine marketing and other aspects of online advertising, Alain Heureux, president and chief executive officer of IAB Europe said: "In the first recession of the digital advertising era, we have been impressed with the resilience shown by the countries in the IAB Europe network.

"We are at a crossroads for the online advertising market; we have a booming search market supporting traffic and sales and lead generation, and online display is ripe for further growth due in part to the success of video and social media." Previous research from the IAB showed that the growth of the online advertising sector in the UK has exceeded many analysts' expectations. Digital marketing expenditure in Britain for the year ending December 2009 reached 3.54 billion - up from 3.35 billion in 2008.

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