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Marketers urged to understand 'mindset' of consumers The impact of marketing campaigns can be maximised by better understanding target consumers, it has been claimed.
When deciding what kind of video production to use, businesses should consider the behaviour of their customers, it has been advised.
With a number of different online marketing tools available, as well as a range of platforms for hosting digital content, it is important marketers pick those that are right for their customers.
That is according to Faye Weeks, director of digital media research agency Connect Insight.
She comments: "In order for companies to maximise the impact of their marketing communications we advise them to take the time to understand their consumers' digital behaviour, the way they use digital media and their mindset."
One of the key digital trends to arise in recent years is the increasing popularity of social media.
However, Ms Weeks warns this might not be right for all marketing campaigns.
"Social media will work better for some products, brands and campaigns than others. It depends on the objective of the campaign, target audience, creative or communicative vehicle, et cetera," she said.
A recent study by the Internet Advertising Bureau revealed that 90 per cent of technology companies have a presence on two or more social networking sites such as Twitter or Facebook.
Posted by Angela Metcalfe
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