Firms warned over online marketing

Firms using internet marketing have been warned over the risks it may pose.

Mike Hare, research director for DataTalk Research, commented that companies choosing to use social networking websites could be open to negative aspects of the sector.

The expert claimed there have been mixed results from firms using the e-commerce tool, it may interest those using email marketing to learn.

He said: "There have been some good examples and some calamitous examples so far in that field and you take a risk because it is particularly interactive."

Mr Hare went on to say by using social networking websites companies are unable to "virtually control" campaigns.

He added businesses must find the right ways of using the online services, adding there "is a future in it".

Elsewhere, research carried out by Nielsen Online showed consumers are more likely to respond to direct methods within the industry, such as email marketing, in the future.