Brands advertising on the internet and via other channels should be making sure that their campaigns are both "relevant and rewarding" if they are to tempt consumers with their product, an industry expert has said.

According to’s founder Matt McNeil, personalising messages in email strategies is important for attracting potential buyers, as is taking into account factors such as age in order to select appropriate advertising methods.

"Some groups can be a bit more demanding and require you to be a bit more savvy with your marketing techniques," he said, adding that less responsive groups could perhaps be enticed by more bespoke advertisements.

Mr McNeil suggested ways to define a company’s target demographic, including live data testing to gauge customer response and regular interaction with people.

His comments follow a recent study by Epsilon, which found that those aged between 18 and 25 were most receptive to online PR strategies.

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