Technology: Digital chiefs hail PR skills

European digital marketers insist that the future of online marketing lies in PR skills.

Speaking at the Reykjavik Internet Marketing Conference, Econsultancy CEO Ashley Friedlein pointed out that digital marketers were turning to 'quality content' to improve search performance of websites.

According to the 2010 Content Marketing Spending Survey, six out of ten marketing professionals plan to increase spending on 'content initiatives'.

Friedlein said: 'By trying to get more links to their sites, a lot of that is now about using good content - it's about PR skills.'

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