Online marketing plans should be updated

UK businesses should check their e-commerce initiatives in order to keep them flexible and effective, it has been claimed.

Jack Wallington, programmes manager for the Internet Advertising Bureau (IAB), said firms need to assess their online marketing programmes in order to stay competitive.

"[Businesses] really need to look at their campaigns on a daily basis; monitoring its success and adjusting it as they go along," he added.

"That is the great thing about the internet: measurability and adaptability."

Mr Wallington went on to say display campaigns can be changed once they are up and running and can be adjusted within minutes for a period of around two weeks.

Research carried out by the IAB found the online advertising market was worth nearly £1.7 billion in the six months between January and June.

Online market share reached 18.7 per cent during the period, maintaining strong growth compared to the rest of the advertising sector, according to the study.