Online advertisers and those looking to take advantage of internet marketing have been advised that the best way to do so is to put themselves in the position of the recipient or consumer when designing a campaign.

A spokesman for the Chartered Institute of Marketing (CIM) said this week that businesses which want to achieve the best results from advertising and encourage interaction or return on investment would do well to think like the customer and said that this will aid them in creating effective strategies such as direct mail.

David Thorp, director of research and information at the CIM, said that encouraging a response was not difficult if the consumer can be given a reason to do so. He advised that making the communication personal was one way to ensure good levels of feedback and said that smaller companies are often in a better position to do this than larger firms.

He went on to suggest offering incentives, such as prize draws and discounts on products or services, can go a long way towards making the campaign "irresistible" and said that tailored adverts can be a great way to target the right customer demographic.

However, he added that there should be a time limit on any schemes as this is more likely to motivate the recipient to act quickly and that any advertisement has only seconds in which to grab the reader’s attention.

According to a 2005 report by the Direct Marketing Association email marketing represents an extremely powerful way of encouraging interaction between business and client.

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