An marketing expert insisted this week that to conduct a truly successful internet marketing campaign businesses need to carry out adequate research and acquire customer knowledge.
Chartered Institute of Marketing head of marketing and communications Ray Jones said that firms must get to know their target audience as well as the products and services they are most likely to buy – possibly by focusing their research “on existing customers – who they are and what they buy most of.”
He added that online marketing campaigns which concentrate on their company’s most popular products could see the highest success rates.
Mr Jones went on to stress the vital importance of social media in the world of internet marketing, especially when it comes to customer feedback.
“Through social media, your customers and potential customers are taking serious buying advice from total strangers, so you had better address any feedback quickly,” he said.