Marketers neglecting internet methods

Online sales are expected to exceed $211 billion this year, but marketers are not keeping up with the internet boom, according to DMNews.com.

A survey by Forester Research last year found that website behaviour data was missing from 82 per cent of customer databases and one third of online marketers do not track online marketing impact.

Meanwhile, JupiterResearch revealed that only 11 per cent of email campaigns are fully targeted.

Andrew Hally, senior director of segment management at Unica Corporation, explained that marketers are not taking full advantage of the tools and methods now available to them.

Mr Hally said: "Tidal shifts, like the move to online, create short-term trepidation for marketers as budgets fluctuate, organizational structures reconfigure, and businesses fall or rise.

"Online behavioural data available from integrated web analytics software provides rich new fodder for analytics and targeting.

"At its best, clickstream data lets marketers practically watch customers (and even prospects) think. Imagine discerning which colors each individual naturally responds to when shopping.

"New, more relevant and effective types of marketing are becoming possible," he added.