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by Mike Essex on 2nd December 2010
Online companies looking to make more conversions on their websites may want to make use of special voucher offers in their search marketing commercials.
According to Matt McAlister, director of digital strategy for the Guardian Media Group, a growing number of web-based businesses are offering such coupons at the moment and said the advertising strategy is "incredibly well suited to what is going on right now".
But he added it is difficult to predict what the next trend in online marketing will be.
"I couldn't guess what the commercial model is going to be at the next wave," Mr McAlister, who was previously employed by Yahoo!, admitted.
He noted advertisers are beginning to realise many websites have "amazing" potential and are contributing to them as publishers – a system which helps internet users get access to more interesting content.
The expert was speaking at a Leeds Community News Hub event, with his focus being on how technological advances have changed things for newspaper readers.