Personalisation 'to rise up the online marketing agenda'

11:33 31st December 2009

The concept of providing relevant and credible content to consumers via online marketing will grow in importance over the next 12 months, an expert has predicted.

According to Jon Arnold of Entrepreneur.com, companies in Lancashire and across the world will benefit from ensuring their websites include personalised features that engage their target audiences.

Writing on the website, he explained that the issue is now being used effectively in conjunction with search engine optimisation.

"Search engine algorithms are already beginning to pay more attention to date of publication, geo-location, mobile device browsers, past behaviour and social media content," he outlined.

He added that the best way to take advantage of this is to test keyword and link placement in content and discover what works best to improve search engine rankings.

Eva Berg-Winters, digital media expert at consultancy firm PricewaterhouseCoopers, recently suggested that online marketing and advertising will have a major impact on businesses in 2010.

She explained that the measurability and accountability of such channels are their "strengths" and will make them popular with many companies over the next 12 months.

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