IT industry news: Marketing companies 'must understand the digital minds of consumers'

09:45 26th August 2010

Companies need to understand the digital minds of their consumers, according to Faye Weeks, director of the digital media research agency.

The expert said that while social media was becoming ever broader in its appeal, it was not ideally suited to every brand.

"Social media will work better for some products, brands and campaigns than others," she said.

"It depends on the objective of the campaign, target audience, creative or communicative vehicle, et cetera," she added. "It comes back to advertisers needing to understand the digital mindset of their consumers and planning their communications around what works for them."

In other IT industry news, only 17 per cent of internet users considered online marketing appealing, with over half of over-55s actively avoiding websites on which their browsing is interrupted by adverts, according to research published by Connect Insight this week.

In a list of associated attributes, more internet users define online advertising as intrusive, repetitive, unappealing and cheap, the research revealed.

Posted by Paul Davis

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