IT contractors may see more firms moving towards search engine marketing (SEM) in the future, as its effectiveness can be more easily measured than that of other media channels, it is claimed.

SEM provides tangible allows for structured, tactical marketing campaigns that provide tangible results, according to marketing consultancy Digital Brand Expressions.

This is in contrast to using print or TV ads, or exhibiting at trade shows, where exposure and effectiveness are much harder to measure.

In addition, SEM is much cheaper than the other forms of media advertising, claims the vice-president of the company Marc Engelsman.

"Why wouldn't you reallocate when the cost for one TV spot can pay for an entire year's worth of SEM tactics?" he questioned.

Mr Engelsman's comments follow the publishing a survey by optimisation software provider Omniture this week, which found that 86 per cent of firms think it is important to measure conversion rate from online marketing activities.