The wide range of opportunities for companies to promote themselves thanks to the internet is providing them with the chance to match their marketing to their audience.
That is the opinion of the Chartered Institute of Marketing (CIM), which has observed that researching target markets is easier to do with technology.
However, regardless of this, it needs to be decided in advance how a business is going to go at a campaign.
Ray Jones, head of communications and external affairs at CIM, said that planning is vital for firms looking to use new technology and get ahead in business.
"It's all about audiences and what you're trying to do. How do you want to reach your audience? What is the channel for the market you're addressing?
"That really has to be researched regardless of technology used. Now, with responsible, serious marketing you pick the channel for the audience, and that's really where technology is helping."
Dialogue Communications has suggested that using broadband through mobile marketing can give firms the chance to use more personalised strategies.
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