Better use of data intelligence is a trend which will be one of the “next big things” in marketing for 2009, an expert has predicted.

The Digital Marketing Group’s chief executive Ben Langdon foresees customer data assisting firms’ direct marketing strategies in the new year more than before.

He pointed to the more effective campaigns which stem from the greater degree of personalisation made available through data intelligence, which can also include business lists.

“A greater brand focus on releasing the value found in customer data, gleaned from on- and offline channels,” Mr Langdon told Brand Republic.

“Synaptic marketing describes the marriage of these datasets and their use in producing personalised time-sensitive communications.”

Meanwhile, recent research from The Marketing Executives Networking Group found that customer satisfaction and customer retention will be the two most prioritised marketing concepts in the coming year.