Internet retailers need to focus their marketing efforts on just a few key areas, it has been suggested.
According to Sophia Haynes, director of marketing and communications at the Internet Advertising Bureau, many smaller companies make the mistake of trying to do too much with online advertising.
Instead, firms should identify key areas where their limited spending power may be most effective, and dedicate resources to that.
Optimizing paid and organic search results is one idea, while Ms Haynes also recommends making websites mobile-friendly.
Research from search engine marketing firm Performics has suggested that 17.3 per cent of all paid search clicks this December will come from mobile devices.
Social media is another cheap yet effective way of marketing a service, but Ms Haynes says it is important to get the right tone.
"If you can find a really nice angle and acquire an interest with the audience, you can really start to get people on board with your business," she added.
Posted by Paul Newton