A survey report should prove to be an eye opener for the companies who are marketing online, but are putting no efforts in optimising their website to increase search traffic. The data reveals that 88.8 per cent of those surveyed rated online marketing as very important. But the amount they allocate for online marketing techniques is less than 25 per cent of their overall marketing budget.

Survey shows that 83 per cent of companies are quite satisfied with the effectiveness of their websites for online marketing and 60 per cent have the proper mechanism in place for monitoring search traffic.

Data also indicates that only 39.5 per cent companies make use of Search Engine Optimization (SEO) techniques for optimization of their websites. It is shocking to note that meagre 9% per cent implement Pay Per Click (PPC) advertising campaigns, and 32.8 per cent do neither. This serious omission on their part is resulting in loss of search opportunities and sales on their websites.

The director of the research agency opines that in the existing economic climate, companies need to spend wisely on marketing and should not underestimate the power of effective online campaign. He suggests companies to make their websites accessible and more user-friendly for achieving major success in online business.