With global advertising expenditure expected to fall 9.8% this year, according to Media agency giant Carat (that’s up from earlier predictions of a 5.8% fall) you might even argue that a 5.3% drop represents a form of resilience. Figures for overall advertising declines in the UK and Western Europe are worse than the global drop with a projected decline of 16.3% and 11% respectively. On the bright side of their research, Carat believe that Internet advertising spends will rise 1% this year, globally although that’s compared to whopping 16.4% growth last year.

While we’re on the matter of online ad spends and trends comScore and Starcom USA claim in new research that only half the number of US internet users now click on display ads.

So what do all these statistics tell us? What are the conclusions to be drawn?

Well the figures tell us that companies are watching their media spends like hawks, reluctant to invest in anything that can’t offer top dollar returns, value for money and they are driving down prices accordingly to cut costs. Consequently, offline ad marketing is suffering major trauma. Terminal trauma for many printed and TV brands.

Online marketing though not doing as well as it was is bearing up relatively well – largely due to it’s core strengths of being highly targetable, flexible and measurable plus the fact that more and more people spend more and more time online as they turn away from traditional media.

That clickthroughs on display ads are falling reveals the importance of other digital marketing techniques, SEO (search engine optimisation) that offers organic profile, SMM (social media marketing) that builds online audiences and PPC (pay per click) as companies apply packages of online PR/SEO to fulfil their business objectives.

Online advertising now has a 23.5% share of the UK advertising market in the first half of 2009, compared to 21.9% for TV according to the study carried out by PricewaterhouseCoopers and the World Advertising Research Centres. Online advertising grew 4.6% during that period. Paid search made up 59.8% of online ad spend.

Despite huge falls in the price of advertising off line, both in printed media and TV as media companies have battled to retain clients during the economic downturn the picture is clear. Internet marketing is now more valued and more important than ever. What everyone wants is maximum bang for their marketing buck and it seems clear that SEO, PPC (pay per click), SMM (social media marketing) and other ways that organisations can reach and connect with their audiences are quickly starting to turn the screw on more traditional ‘broadcast’ types channels to market.

Manna From Heaven

The flexibility, the measurability and the proximity offered by new digital Internet marketing is manna from heaven for companies struggling in the face of economic uncertainty to build their audiences and boot their bottom lines. The name of the game as with everything is value for money. What the numbers reveal in spades is that now digital marketing is the go to option when it comes to sharing your messages and making your proposition count.

The only way to take full advantage of the new opportunities on offer in the shift from broadcast marketing to interactive relationships is to make sure your company is suitably web-enabled. Your SEO, in addition to simply working to achieve high search engine positioning through the traditional ‘on page’ efforts such as meta tags now must integrate a whole selection on online PR and marketing threads to present one strong and successful Internet profile. Are you realising your potential?

Links represent probably the most important aspect of Search Engine Optimisation and are paramount in establishing a successful high profile, Internet presence. Google themselves state, “In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.”

The importance of links to Google and the other major search engines is that they represent endorsements or reflections of quality. They infer relevance through association; that sites link to others because they offer a quality destination. You could say that links are badges of honour.

Not all links are equal however and it is far more useful to attract fewer high quality links that many links for sites with little or questionable authority. Be aware also that Google especially hates bought links as bought links undermine the concept.

There are numerous ways of going about legitimate link building and establishing authoritative inbound links. It isn’t as hard as you might have thought.

The most profitable and best long term method is to base your link building campaign on high quality content. Make your site a useful resource, a destination for fresh, high quality links through authoritative comment and observation. Engage your visitors in intelligent discussions and share link-worthy content in the form of blog posts. Topical “how to” posts, top tips and other informative articles that advise and share expertise are always popular. Articles, even detailed white papers or essays will all contribute juicy ‘link bait’ (content that other sites consider worthy of linking to).

Essentially it’s about taking your content off site and distributing it through syndicated articles and press releases. There are thousands of websites constantly in need of additional high quality content that would be happy to add your discreetly back-linked content.

Put simply the more interesting, informative, authoritative and topical content your site shares, the more likely people will link to it. What’s more, quality content will inspire links over time and as you enjoy improved rankings so more sites will link to you.

For those who want to take a more active approach there are many ways you can help the process along. You could contact owners of other sites with similar content and subject matter to your own and ask them if they would care for a ‘link exchange’. You could post in forums with content relevant to your website and establish yourself as a knowledgeable member, but don’t forget to add a link back to your site in your forum signature. You could request other sites to review your own and link to your site in the review. How ever you go about link building remember that it is a long term process and you’ll never see #1 in search engines over night!

Studies have shown that, when presented with a list of potential sites, a searcher will scan a page from top to bottom and from left to right. Obviously being ranked higher and having your website appear closer to the top of a results page will increase the likelihood of a searcher visiting your website.

Increasing the potential for your website through link building can take a variety of forms, some of which are obvious and some of which are not. Here are ten ideas that have worked for many websites:

1) Ensure that the content of your website is of a good standard and contains information that other websites would be happy to be associated with. If a potential link is considering websites in your industry, they are more likely to favour link building with a site that is informative and well-written. The services of a copywriter might be a valuable area to research.

2) Include a regularly updated section in your website, devoted to industry news. If you can provide useful and interesting information on a regular basis, people will be drawn to your website as a source of informed content and comment.

3) Distribute press releases. Most businesses achieve something that is newsworthy at some time, be it a particular award or the gaining of an important contract. Syndicating this news through sites such as PRWeb.com and PRNewswire.com can generate a lot of traffic from within and outside your industry.

4) Start a blog. These are also a good way of passing on industry news and offer you the chance to link to, review and comment on other business articles and blogs. If you have space for users to leave their comments, perhaps in the form of a notice-board, your website will be seen to be popular with users and as good link-material.

5) Create an Ezine article. Ezine is very highly ranked and can offer your article, with its associated links, the chance to be seen by thousands of users.

6) Subscribe to free online directories. Some of the most successful link building campaigns rely heavily on free online directories as a way of exposing their website.

7) Research your competitors and find out who they are linked to. You can then approach these companies and offer to link to them.

Use your social contacts. If you have friends or relatives who offer a service or product that may in some way be relevant to yours, offer them a link in return for a link from them.

9) It is also worth approaching existing or previous clients and suppliers. In the case of clients, if you have done a good job for them, you can ask them to link to your website, thereby supporting the work you have done. Suppliers may also wish to associate with a company that they feel uses their products to great effect.

10) Top 10 lists are a great way to generate traffic! They don’t have to be industry related, but can simply be a point of interest that will draw people to your website and perhaps encourage them to explore further.