7 May 2007

Organisations stand to benefit by relying more heavily on the web, a Google spokesperson has claimed.

Addressing the Internet World 2007 conference, keynote speaker Mark Howe, UK Sales Director at the search engine giant, said that advertising revenue on the web will rocket as more potential customers spend greater amounts of time surfing.

However, he also urged companies to ensure that their websites are up to the required standard of usability in order to be an effective sales and marketing channel.

"The act of clicking is an act of interactive engagement so the landing pages are critical and have to be good," he remarked.

He added that although the web is an entirely new form of business engagement, the traditional business rules of timely, well-directed and engaging marketing are still vital.

According to the government's Business Link, e-commerce vendors must be aware of usability issues if their portals are to be a success, with "effective use of colour" and content provided in an "intuitive manner".

© Adfero Ltd

Keep up to date with industry and Nomensa news by signing up to Nomensa newsletters.