Online marketers should look to do more to invest in internet advertising and in particular social media, it has been suggested.

According to a study by Media-Screen, more than half (54 per cent) of time spent online is taken up with entertainment and communication websites such as YouTube, iTunes and MySpace.

Managing director Josh Crandall said: "Marketers need to leverage that interest and focus on catalysing a conversation now, instead of just talking to their fans via traditional advertising channels."

He added that as a result companies should become more "aggressive" in shifting their advertising focus online.

Mr Crandall also claimed that current level of investment in advertising online is "nominal relative to the value it generates in interest and engagement among fans".

Last week, Graham Charlton wrote on E-consultancy that implementing an effective email marketing system can be productive for those advertisers looking to increase their online revenue and drive brand awareness.