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Internet marketing should be careful to avoid providing consumers with too much exposure to a brand and its details as a survey has found many people suffer from "information overload".

Out of every five web users, four complain that they are overloaded with information and 88 per cent ignore information they deem irrelevant, Yahoo research has found.

Just under two thirds even believe that the strain of being subjected to too much unimportant information is having a negative influence on them.

This requires internet marketing to be more to the point in order to command attention, the study, called Return on Attention, has suggested.

Kristof Fahy, vice-president of marketing for Yahoo Europe, commented: "Successful marketers will develop innovative strategies to help people filter their already over stretched attention.

"It's no longer a case of just getting your voice heard, it's about having a dialogue with the individual while understanding and responding to their needs."

Google has dropped out of a deal to link up with Yahoo for adverts.

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Website design is a vital part of a company if it hopes to have a meaningful presence online, experts have claimed.

The need for websites to be designed specifically and professionally has been described by Wunderwebs as "critical" for businesses.

Sandra Miller-Long, the website's owner, commented that "we live in a world of change" and companies can find themselves lagging behind if they do not have an up-to-date presence on the web.

"New technology is released on a regular basis. Business websites need to be able to respond timely to the changing needs of their customers as well to technological advancements," she said.

"It's critical to their business to use the internet and to have a website that reflects the professionalism of their company."

Karen E. Klein of the Los Angeles Times has recently advised firms that simplicity, organisation and cleanliness should be the focus of website designs and upgrades.

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There has been a big increase in interest in search engine optimisation, especially for skilled professionals in the area, a recruitment firm has found.

Online marketing expertise is in demand and this has carried over into search engine optimisation, according to Xcede Recruitment Solutions.

Jeremy Bogush, director of the firm, commented that "the rise in demand for good SEO people is due to a number of factors" such as the necessity to maximise revenue when many firms are being tempted to cut marketing budgets.

"Marketing departments have realised just how effective SEO spend can be when compared to other channels and this demand has buoyed the sector," he said.

"Experienced SEO professionals have always been a scarce resource, and we predict this situation will continue."

One organisation that has seen first-hand the benefits that search engine optimisation can bring is the Visit Wales tourism website.

Since a campaign began in October 2007, keyword direction to the site has increased from 8,000 to 40,000 within a year.

Prodo - Leading North West marketing solutions company

Prodo - Leading North West marketing and advertising company

In order for website design to be profitable and worthwhile, exactly what needs to be done should be explained in "clear and simple terms", an expert has stated.

Just as the design of a site shouldn't be too complicated for consumers to navigate, the same is true for the process itself, according to 123web.

Nick Hooper from the firm believes that overcomplicating sites can cause more problems than it is worth.

"Today we see that many businesses and organisations spend a lot of time and money creating magnificent websites that are of top quality in terms of their looks and programming capabilities because they know well this will help them a lot in their business," he said.

"Anything worth doing should be communicated in clear and simple terms. There is nothing about putting up a website, designing a website, creating links, driving traffic, putting up images that can't be explained in simple English."

Previously, Mr Hooper has indicated website design should be forthright, have a 'can do' attitude, a clear game plan and be accessible.

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Internet advertising is one of the best ways in which small businesses can boost their standing, provided it is gone about in the right way, a business development director has claimed.

Whereas some marketing methods are always likely to be dominated by larger firms, there are some occasions where online smaller companies can thrive, according to dotMailer's Tink Tailor.

He commented that social media is also having a positive effect on the fortunes of smaller businesses competing on the web.

"Online marketing allows small savvy businesses to punch above their weight," he said.

"For example, viral marketing tactics, such as forward-to-a-friend and adding content to social networking links in emails, allows businesses to use their captive audiences to target new, like-minded recipients."

Research from Constant Contact, entitled the Annual Small Business Holiday Survey, found that email marketing is the most popular with small businesses around the holiday season.

Nearly two thirds of marketing was aimed at this method, more than doubling the next closest technique, direct mail.

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A new poll has named search engine optimisation as the technology that is most useful to businesses.

An SLI Systems survey found that search engine optimisation is ranked alongside site search and email marketing as the most important marketing methods.

It was also named as the most likely to increase in effectiveness by the survey's respondents, with 93 per cent expecting it to improve even further.

Shaun Ryan, chief executive of SLI Systems, commented: "Adopting proven technologies that can guide shoppers to a merchant's site in the bustling world of e-commerce will enable retailers to deliver a better customer experience and ensure the holidays are fruitful.

"Because retailers utilise a number of technologies to help promote their products and services on the web, the ability to share data across applications can make for a more streamlined effort."

Tom Griffiths, business development manager at digital agency Cheeze, has told Net Imperative that search engine optimisation is "a long-term, ongoing, constantly evolving game".

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The subject line when sending emails can be an important part of brand design, according to an expert.

When email marketing, the brand can be reinforced as well as the product, with Creative Match claiming this can extend to the subject line.

On its website, the firm explains that the subject line is "one of, if not the most important part of design in email".

Creative Match claims that subject lines cause 35 per cent of blocked spam and whether or not a subject line grabs the attention is vital when a consumer is making a split-second decision about opening or deleting an email.

A study from Jupiter Research has also revealed that including branding in the subject line improves the chances of an email being read by between 32 and 60 per cent, compared to emails that do not include it.

Shorter subject lines also outperform those with longer headings, MailerMailer research has found.

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Women are being targeted by internet marketing as firms start to realise that catering for female perspectives can reap huge rewards.

According to Arizona Woman magazine, females now have more money, more choice and more power in decision making, so marketing should reflect this.

Susie Steckner, writing in the magazine, commented: "There's been a shift in how companies market products to women. They can't just make it pink and give it a pretty name anymore.

"They've got to appeal to women in different ways - by understanding that women are multifaceted. They have jobs. They have families. They need to trust the products they purchase."

The magazine also suggests that more than 80 per cent of decisions regarding consumer purchases are made by women.

In particular, the internet is being used by more marketers to target women, with custom content being popular.

Sony Ericsson is the latest firm to embrace internet marketing, doubling its online spend to 30 per cent.

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One of the best features about the new methods of advertising and marketing is that campaigns can be altered and updated as they go along, an advertising expert has suggested.

In particular, using the internet and email can see approaches being changed almost instantly, due to their "measurability and adaptability", according to the Internet Advertising Bureau (IAB).

However, this is only possible if firms ensure they are monitoring their campaigns regularly, the IAB's programmes manager Jack Wellington has said.

"Because there is so much competition around they [businesses] really need to look at their campaigns on a daily basis; monitoring its success and adjusting it as they go along," he added.

"Once a display campaign is running that isn't the end of the story, for the next couple of weeks you can, within minutes, adapt your campaign. If you are doing a display campaign you can adapt it while it's live."

The Constant Contact Annual Small Business Holiday Survey has found that 76 per cent of businesses intend to launch special promotions and last minute offers for the festive period.

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Internet marketing is the new key area of investment for marketers in the property sector, experts have claimed.

Due to the measurable nature of online marketing and its reputation of getting results, property firms are turning to the internet during the housing market downturn, New Media Age has suggested.

Michael Nutley, editor-in-chief of New Media Age, stated: "People recognise that interactive media definitely delivers the customers. Earlier this year property became one of the top five spenders for interactive marketing - it edged out technology.

"When you look at the property sector it's struggling and they're moving their money to online marketing because that's going to get them results."

Last year, the UK spent £19.4 billion on advertising, which is 4.2 per cent more than in 2006, the Advertising Association's Advertising Statistics Yearbook 2008 found.

Of this money, just less than 16 per cent was spent on internet marketing, making it the third biggest sector behind press and television.

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