Direct marketers could be aided by the evolution of social media, if the predictions of one online entrepreneur are correct.

Peter Shankman set up Help A Report Out (HARO) – an online resource aimed at journalists which helps the identification of new sources and flow of global news.

He thinks that internet users will soon have one profile for their online social media use, meaning direct marketers can boost their business intelligence by tapping into the details.

With many business-to-business social networks, such as LinkedIn, already thriving, the consolidation of details into one single profile could give direct marketers the chance to tailor their campaigns more accurately.

“In the future there will be only one social media profile,” said Mr Shankman,

He went on to conclude that there will be “an end to privacy” online, as social media users’ profiles become larger and easier to utilise.

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