Big names 'getting better at online marketing'

27/06/2008

Some of the web's biggest e-retailers have boosted the online shopping market by improving their internet advertising campaigns, according to one expert.

While small online retailers usually survive by undercutting their bigger competitors, larger firms are succeeding by making use of effective internet marketing techniques, IMRG operations director David Smith said.

This means that the recent boom seen in the UK online shopping sector can be attributed to two main factors, he added.

"As consumers are now in tight times they are keener to compare prices, but also the top retailers that are online are a lot savvier and are able to better market the offers that they have," Mr Smith said.

IMRG is the industry body for the online retail sector. Its monthly research in conjunction with Capgemini into the state of the UK market suggests that online spending reached £4.5 billion in May, up 1.6 per cent compared with April.