IT contractors will need to respond to the growing number of companies expanding onto to the internet for their marketing effort, an expert has suggested.

Guy Phillipson, chief executive at the Internet Advertising Bureau, claimed that the growth of social media websites has been a major driver for this trend.

He says that these are often inescapable territories for companies, which could mean new jobs will be created for IT contractors able to help firms with their strategies.

"In the end, you need to follow an audience and find out what they do all day to decide where you are going to advertise," he stated.

Mr Phillipson said there are numerous steps that companies will take, with the higher potential revenues drawing in many firms.

Deloitte recently reported that all online advertising categories except display will see a rise in the next 12 months, with predicted global share rising from ten to 15 per cent by the end of 2011.