Sometimes an economic downturn can spur a business into really pushing its online marketing, a firm has suggested.

Web-based promotions agency SiteLab asserted that during a recession, businesses have the opportunity to assess which of their marketing strategies are working and where they should focus their advertising dollars.

It recommended firms consider email campaigns, search engine optimization and paid search tactics to boost brand awareness and sales even during a gloomier economic period.

The agency noted that one of the easiest ways in which a firm can improve its visibility is to concentrate on their website’s content.

"Make sure every page on your site not only contains a good deal of information but also this information should be laden with your most relevant keywords," SiteLab added.

Earlier this month, a survey of chief marketing officers in the US conducted by CMO Club and reported in Business Journal found that more than seven in ten do not intend to cut their advertising budgets despite the economic climate.

It revealed that search engine optimization was the area they were least likely to cut funding in.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.