Thursday, 02 February 2012 09:59

How to handle marketing convergence

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A marketing expert has explained what marketing convergence is and how to respond to it.

Writing for Econsultancy, guest blogger and innovations director at research organisation Sky HQ Caroline Morris explained that modern consumers have a habit of multi-tasking, which is why the convergence of marketing disciplines has come about.

It is important to share a brand's social profiles within the signature of a bulk email, but not all of them, it has been claimed.

Author, television presenter and digital marketing expert Amber Mac explained in a post for Fast Company that it is all about considering who the recipient is, since a professional network may be less interested in a more informal medium like Facebook but keen to know LinkedIn details.

Wednesday, 01 February 2012 09:33

Businesses must improve customer communication

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British businesses are being advised to improve their online communication, if they want to capitalise on customer queries, according to

The call comes in light of fears that firms could be missing out on millions through failing to respond in a timely fashion or, indeed, at all to online customer queries that have been generated on the back of a carefully created email marketing campaign.

Research released by has found that British men spend more money online than their female counterparts, according to

Whilst British women spend, on average, £105.42 online every month, the UK's male population spends £127.03. This revelation may encourage online marketers to tweak their efforts in order to target the right audience; perhaps launching an email marketing campaign for men, helping to capitalise on the findings.

Monday, 30 January 2012 14:38

Top email providers campaign to end phishing emails

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A number of the world's top email providers have formed a group aiming to help put an stop to phishing emails.

Representatives from companies such as Google, Microsoft, Yahoo and AOL are amongst the group hoping to promote a set of technologies which will help authenticate any important emails.

The online marketing community can protect its ability to produce innovative campaigns by acting responsibly, it has been claimed.

Randall Rothenburg, president and chief executive of the Interactive Advertising Bureau, wrote in a blog entry on that it is up to marketers themselves to keep the sector free of unnecessary regulation, so that future activity is not constrained.

Wednesday, 25 January 2012 16:38

Test the waters for email marketing success

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Companies preparing to begin bulk email campaigns should be continually researching what their target demographic want, an expert has told The Sydney Morning Herald.

Alex Pirouz, a business advisor from RIDC Advisory, explained that firms should ask people how many times a week they want to be contacted and aim to segment messages to ensure maximum relevance for recipients.

Email marketing remains hugely relevant because of the way it forms part of wider promotional strategies, an expert has suggested.

Aliya Zaidi, a research manager at Econsultancy, claimed that the general consensus in the advertising industry is that email continues to work well when used alongside other channels - such as social media.

Email marketing delivered an average return on investment of 4425 per cent in 2011, according to new research.

The annual review of the internet by has estimated that the average company made $44.25 (£28.63) for every $1 they invested in email marketing last year.