With online advertising revenues up by more than 20 per cent and print continuing to decline, according to Web Profits, businesses have to adapt to changes in marketing to stay ahead in the Internet Age.

A recent report in Information Week points to a massive revenue rise in online advertising by 21 per cent as print advertising continues to decline. Figures from the Newspaper Association of America show that online advertising in the third quarter of 2007 reached a total of $773 million. This represents the 14th quarter in a row where online revenues for newspapers increased in double digits, while offline advertising fell.

"This trend is irrevocable given the control and measured success that online marketing offers businesses" said Paul Sprokkreeff of Sydney based Web Profits. "Businesses that want to get ahead and stay ahead are finding that having an optimized web presence is critical for success. Companies that haven't already done so are finding themselves scrambling to create a presence so they can continue to achieve success and grow or as a minimum maintain market share."

Sprokkreeff, whose company specializes in full-service online marketing, makes these suggestions for businesses that want to create a strong presence and take advantage of new marketing techniques:

- Create an optimized web presence - Whether they technically sell products or services online or not, businesses need to establish their own websites. Even pure informational sites give potential clients a place to go to learn more about a company and what it offers them. Websites do not have to be overly elaborate to be effective, but they should be well planned, attractive, easy to navigate and include a clear call-to-action.

- Create an online marketing plan - Once a website is launched, people need to be able to find the site. To properly market a site, Search Engine Optimization and other techniques, such as Pay-Per-Click advertising have to come into play

- Integrate online and offline marketing - Combining offline marketing, such as magazine advertising, with an effective website has shown to dramatically improve response rates.

Web Profits specializes in website design, search engine optimization and pay-per-click advertising. The company works with local as well as international clients to help them create and maintain strong online presences and to take advantage of effective Internet-based marketing tools.

For more information about online marketing, visit www.webprofits.com.au or contact them on +61 2 9911 7780.