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Relevancy 'to be the focus of digital marketing in 2010'

22 Dec
Marketing firms are likely to place greater emphasis on the relevance of their digital campaigns during 2010.

This is according to Tink Taylor of dotMailer, who explained that firms will be focusing on this area as it has been proven to get results.

"The focus will be on ROI [return on investment] and tracking to conversion as opposed to worrying about opens and click-throughs," he explained, adding that companies will be looking to boost promotion of their products or services by designing dynamic content that is tailored to individual recipients.

However, doing this is likely to result in "more time and effort" being required, Mr Taylor stated, noting that companies will have to increase their budget allocations for this area in order to see an increase in performance.

He was commenting after the release of new figures from Epsilon International, which revealed that email volumes across the Europe, Middle East and Africa region climbed by 12 per cent during the third quarter of the year.ADNFCR-2176-ID-19526101-ADNFCR
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