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Data quality crucial to keeping marketing 'in sync' with customer needs
Nov 26 2007, 13:24 PM
Businesses need to keep 'in sync' with the changing nature of consumer demand when carrying out direct marketing initiatives, industry specialists Trinity Communications has advised.
The comments come soon after the chief executive of the Advertising Association, Baroness Peta Buscombe, called on the direct mail industry to become more efficient in an effort to shake off recent criticism.
The industry has been 'on the back foot' for too long, she argued.
According to Phil Nunn, a founding partner at Trinity Communications, direct marketing initiatives need to make best use of new data quality technologies in order to best meet the needs of customers and provide them with the services they require.
Through ensuring up-to-date data quality measures are in place, companies can ensure that their direct mail initiatives reach the appropriate audience and therefore cut back on waste, Mr Nunn added.
"The professional serious marketer knows what is being wasted and they do know, thanks to technology and careful research, where their audiences are," Ray Jones, a spokesperson for the Chartered Institute of Marketing recently said. 
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