The Guardian newspaper plans to introduce marketing on its website that is more targeted in nature, with the intention of steering its readers toward the paid-for services offered that are most relevant to the individual consumer.</p> <p>The services on offer that will be subject to targeted marketing include the Soulmates dating service and Guardian holiday deals. Consumers will be pointed towards relevant services based on their user behaviour and eventually by using demographic data as well. The newspaper hopes that this form of targeting will encourage users to spend more time overall on its website.</p> <p>The Content Sales and Marketing Director at the Guardian, Chris Lawson, said: “If we know someone is a new customer that has never visited the site before, is promoting a subscription to our iPhone app to them as relevant as pointing it to someone that's been on the site 25 times?</p> <p>“Of course it's not. This is about trying to show users the most relevant offers so they get the most useful experience from our site.”</p> <p>Mr Lawson emphasised that they were not aiming to drive customers away from the journalistic content offered by the site, but to showcase the commercial aspects of the site in a more targeted way.</p> <p>Each month, more than 60 million unique users visit the Guardian's website and over four million people have the Facebook app installed. The Guardian hopes that its new strategy will help double its digital revenues to almost £100 million by 2015.<br />