AS competition for customers increases, it is vital that businesses make the most of marketing options.

In recent years, the traditional methods - including advertising, PR and direct mail - have been joined by e-marketing.

Flexible and cost effective, this approach is proving a success for businesses of all sizes - especially smaller enterprises - by providing access to the mass market at an affordable price.

E-marketing also opens global markets - websites reach anyone with internet access - and costs less than traditional marketing, provides measurable results Marketing by email makes it easier to establish how effective a campaign has been, enabling businesses to obtain detailed information about customers' responses to advertising.

It also works 24 hours a day. Using a website, customers can find out about products when the office is closed.

It personalises customer relations. By linking a customer database to the website, visitors to the site can be greeted with targeted offers. The more they buy, the more a business is able to refine its customer profile and increase the effectiveness of its marketing strategy.

E-marketing enables businesses to reach potential customers who want to know about products and services instantly.

It provides businesses with an opportunity to be creative, designing interactive campaigns using music, graphics and videos. Website-based marketing also improves conversion rates. Having a website means that customers are only a few clicks away from completing a purchase. There is no need for them to make a phone call, post a letter or go to a shop.

Business Link has made it easy for companies to benefit from e-marketing through its guide to using digital technologies, including email, online advertising, text messaging and the internet, to help sell goods and services.

Available at businesslinknortheast.co.uk, the guide describes how to develop, implement and monitor an e-marketing plan, and discusses topics such as developing customer trust in the face of security and privacy concerns.

It provides advice on whether e-marketing is the correct approach and outlines the steps necessary to get started, such as ensuring fast internet access and setting up a server. The guide also covers staff training and storing customer information in line with the Data Protection Act.

Business Link's substantial team of expert brokers operate across the region in local access points and on a mobile basis.

* Jill Lee is operations manager for Business Link. For information, visit Business Link's website or phone 0845-600-9006.