'Hard to stand out' online

Web-based marketers must now work harder than ever to ensure their message stands out, a new study has suggested.

A report conducted by the Direct Marketing Association (DMA) has found that consumers are increasingly empowered and are taking control of when and how they experience marketing.

Victoria Bytel, head of research at the organisation, commented: "Marketers need to avoid becoming wallpaper and achieve stand out through gaining heightened insight of their target audience and developing new stimuli and stand out accordingly."

Commenting on the DMA's suggestions, Raman Gupta, director of consulting for Experian's Integrated Marketing division, stated that smart advertising means providing messages which are relevant to the consumer.

He noted that as people are increasingly "cash rich and time poor", marketers must establish relationships with consumers by providing them with valuable communications.

Digital marketing agency e-inbusiness warns that standing out online can be tough for businesses.

It notes that with more than 5.7 billion searches being conducted a month, search engine optimisation can be vital to any firm.