Online Marketing Is Tops For NI Businesses

Online marketing is powering ahead of more traditional marketing techniques.

According to a University of Ulster marketing expert, Northern Ireland business are excelling by mixing a variety of methods in targeting their customers - using online sales as the key to the digital future of marketing.

Professor of Marketing at the Ulster Business School, Mark Durkin, was speaking at the recent 'Digital Future' conference in Belfast's Waterfront Hall.

Commenting further on the issue, the academic said that while the growth in 'social media' presented an important marketing opportunity for business here, real customer closeness is a function of both offline and online engagement.

He commented: "Opening the door to fully engaging with potential and existing customers through social media platforms brings both opportunity and threat for smaller companies.

"Events like this allow for a more thoughtful exploration of what the key issues facing managers today are.

"In my view the key challenge is in knowing how to establish the most appropriate balance between online and offline marketing in the context of the specific business in question.

"Contrary to popular belief there is no universal 'right way'," the Professor said.

Managing Director of the event's organiser Ion, Gareth Dunlop, added: "This event is all about giving marketers the confidence to understand the changing dynamics in marketing today, and Professor Durkin's practical approach, complemented the case studies and business knowledge of our speakers from the commercial sector.

"His inputs helped delegates marry the practical experience with the research and best practice aspects of this emerging area."

(JG/BMcC)