Citing the results of several recent studies, PR agency Punch Communications has concluded that online marketers are now broadening their efforts as traditional click through advertising becomes less effective. 

 

In particular, the more savvy online companies are making use of the potential of social networking sites to both improve customer relations and to provide consumers with relevant information they may be interested in and which may boost sales. 

 

At the same time, businesses are also moving away from banner ads and towards search engine optimisation-led advertising, due partly to ongoing advances in the field of online search technology. 

 

"The social media and [search engine optimisation (SEO)] subsets of PR have been proven to drive better results than adverts in terms of traffic and lead generation," explained Pete Goold, managing director of Punch Communications. 

 

He went on to note that many are opting for organic search results for solutions. "This is where SEO has worked best, with social media complementing the activity," he remarked.

 

These tips support the recent advice given by Marketing Sherpa, which noted that implementing social media into a website can help drive traffic and lead to sales.