Internet marketing to become more targeted

12.02.2009

Internet marketing campaigns will become more relevant and targeted to consumers' needs over the course of 2009, an expert has predicted.

Heidi Cohen of Riverside Marketing Strategies wrote in a ClickZ column that this will apply to a wide range of channels and devices, including email, ads, smart phones, instant messages and text messages.

She went on to note: "Good database functionality is required to track and analyse customer activity to drive effective communications.

"For some marketers, this may mean the use of third-party behavioural targeting."

Other trends pinpointed by Ms Cohen for 2009 included increased activity in the domain of customer retention and better use of online social communities, web analytics and search marketing.

According to JP Morgan analyst Imran Khan, this year will see performance-based marketing tactics come to the fore as the recessionary climate prompts firms to review their promotional strategies based on cost-effectiveness, with search likely to win out while display advertising will decline.