Analytics 'key to online marketing efforts'

11:07 20th January 2010

Companies in Lancashire need to make web analytics a key part of their online marketing campaigns, according to an expert.

Blaine Mathieu, brand and product strategy manager of Lyris, said the "information overload" faced by many consumers means their attention span is short, so data on behaviour is vital.

Writing for MediaPost's Email Insider blog, he explained: "More powerful and integrated analytics in 2010 will enrich and enable detailed data reporting, offering new opportunities for marketers to show results and demonstrate market share."

The expert also called on businesses to not underestimate the importance of email promotions, as they can be a "trusted and proven marketing anchor".

He added that its low cost and ability to be targeted means it is ideal for firms to base online marketing initiatives on.

According to recent research by the Direct Marketing Association, 51 per cent of consumers expressed an interest in receiving promotional emails from companies they are familiar with.

However, the poll also suggested marketers underestimate the benefits of email promotions, as professionals believe that just 28 per cent of consumers would be interested in the channel.

Related internet marketing news stories

Online marketing 'boosting the advertising industry'2010-01-18 11:18:53Growth in the use of online marketing is helping the advertising industry recover from the recession, new figures have suggested.In news which suggests high levels of interest in web-based promotions,... Full story

 

Study highlights popularity of online marketing2010-01-15 11:25:42Online marketing channels such as email remain popular with consumers, according to new research.The study by the Direct Marketing Association (DMA) revealed that 51 per cent of people expressed an interest... Full story

 

Automation 'a valuable tool in online marketing'2010-01-14 11:21:23Companies in Lancashire could boost their online marketing efforts by using automation tools, it has been suggested.Steve Adams, vice-president of marketing for Protus, the provider of Campaigner, has... Full story