Companies need to make the best use of internet advertising if they are to attract business, an industry expert claims.

According to Phil Stokes, leader of entertainment and media practice at PricewaterhouseCoopers (PwC), firms should invest as much into their online marketing techniques as they do with traditional advertising.

He said: "Consumers are going to migrate to brands they trust so it is imperative for businesses to maintain their offline brand in the online world."

Mr Stokes added that by having real-time conversations with consumers, advertisers will be able to gain "insights into product positioning, customer service effectiveness and future company strategies".

PwC also reported that the shift towards internet advertising "is the most fundamental shift in the history of media usage" as it allows two-way communication between consumers and advertisers.

Research conducted by Piper Jaffray reveals revenue generated from online advertising is set to rise by about 20 per cent to £43.1 billion by 2011.