Online marketers ought to be targeting consumers better, new research has indicated.

According to a study by KDB, 54 per cent of people in the UK feel that no offers received via direct marketing are applicable to them as individuals. A further 34 per cent stated that a few are of relevance, while 12 per cent admitted to feeling as though the campaigns are relevant to them.

KDB’s chief analyst Matt Boot commented that irrelevant direct marketing, regardless of the channel it was presented to the consumer on, could make people feel frustrated with companies and convince them to look elsewhere for services.

"At a time when retaining as many customers as possible is vital to the survival of many businesses, it is surprising that marketers aren’t taking a smarter approach to communications with their customers," he said.

In other news, the recent success of online retailer eSpares.co.uk suggests that those involved in online PR might like to consider employing consumer product reviews to increase sales. The company increased its conversion rates by 14.2 per cent through using customer feedback forms.

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