Data 'crucial to online marketing efforts'

11:58 19th February 2010

Companies in Lancashire that want to make use of online marketing channels need to ensure they have access to the right data, an expert has claimed.

Fresh Business Thinking's Steve Lomax has claimed that, particularly when using email marketing, the information used to produce messages is often "one of the most crucial elements" to successful campaigns.

He explained that website design can play a key role in acquiring quality data, specifically through the use of sign-up boxes on the same section of every page featured on an online portal.

"When initially asking individuals to opt-in to your campaigns, get basic details only, then go back for more as they become more engaged with your organisation," he added.

"Clearly express the value of giving permission, for example special offers at point of sign-up."

Gather.com's Mayur Dicosta recently stated that websites are often the first tool available to firms when it comes to online marketing.

He added that companies often fail to recognise the benefits of a well-structured website, particular their ability to attract the attention of consumers through search engines such as Google.

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