Internet advertising is one of very few marketing trends experiencing expansion, an expert has claimed.
Marketing professor at the Wharton School Patti Williams made her comments through the organization’s online business journal.
However, she claimed that when the amount of time that Americans spend online is considered, not enough money is being spent on communicating with them through the web.
Furthermore, the internet’s "advertising landscape" is rapidly changing as developments in new media add to the options open to marketers, Professor Williams continued.
She suggested that it can be hard for larger brands to develop their identities online and this could be causing marketing uncertainty.
"The internet is not that good at building big-brand objectives so there are a lot of companies struggling with a way to take advantage of the tremendous opportunity Google and other searches offer," the professor added.
Information resource eMarketer suggested internet advertising is driving the overall increase in such spending.
Media spending growth in America will reach 5.2 per cent this year, however, excluding internet expenditure, the total will increase by just 4.1 per cent, the research discovered.