Monday, 02 Nov 2009 15:02
The "ever-more sophisticated ways" targeted marketing can be used is one reason e-marketing ad spend is generally growing, it has been suggested.David Gilbert, a spokesperson for digital marketing agency TBG, said: "Measurable [return on investment] from advertising is the marketer's holy grail - and the internet enables this."His comments come after the Internet Advertising Bureau and business law firm Olswang released research last week, showing that consumers need to be educated further regarding online marketing processes. It indicated that 72 per cent of internet users did not know about online behavioural advertising, while 81 per cent of those who go online were unaware of the control they have over this type of web marketing.Mr Gilbert suggested that any distrust of this advertising technique originates from a "lack of understanding about how these technologies work".Trust can be restored once users understand how behavioural advertising functions, he added.Interested in having a DirectNews news feed on your website?
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