Web marketing not used to full potential

Companies are not fulfilling their potential because they don"t make use of basic data capture techniques on their websites, a recent survey has found.

The discovery was published in a report produced by the Internet Advertising Bureau (IAB), a trade association for the marketing industry.

The IAB found that two out of three of those surveyed said they used email marketing to retain customers and inform them of new opportunities, but only half used the methods to win prospective clients.

In an interview with Precision Marketing, marketing expert of EM2 Digital Gavin Sinden said the results showed many businesses did not know enough about acquisition to use it successfully.

"The survey shows retention is still being used because companies think in the old fashioned offline direct marketing way of buying lists, when they should be using their website to generate their own lists of prospective customers and market to them," he said.

"Consumers are visiting sites with an interest in the brand and want to know about products, but brand owners are not doing enough to encourage visitors to register their details and email addresses," he continued.

Correspondingly, the report said that half of the respondents would like to know more about how to gain new customers via email marketing.

© Adfero Ltd

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