News & Events

Direct marketing 'all about behaviour'

Date posted:

19th May 2008

Marketing campaigns should collect audience data to maximize profits, it has been claimed.

Marketers should ensure that they specifically target their audiences if they wish to maximise profits, according to experts at an advertising forum.

The meeting was held by the Association of Online Publishers and featured speakers from some of the leading marketing companies in order to discuss some of the potent issues in the field.

According to E-consultancy, UK advertisement networks are to grow by 60 per cent in 2008, which could have implications for online marketing.

Tim Brown, MD of Blue Lithium EU said that growth in the medium will be fuelled by display and targeted campaigns which are "tracked to performance, but on a CPM basis".

CPM is defined as the cost per thousand impressions, where the publisher gets paid a certain amount per 1,000 times the advertisement is displayed, according to UK Affiliate Marketing.

Meanwhile, Martin Shaw head of digital at OMD UK said that data about audiences and pinpointed targeting is the key to understanding direct marketing and creating a profitable campaign.

Blue Skies Marketing Recruitment works on behalf of both permanent and freelance agency and in-house candidates across the creative, design and branding, digital, DM, events, experiential, integrated, PR and sales promotion sectors.