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Database management is crucial to successful marketing campaigns
Feb 5 2009, 09:41 AM
Businesses are being urged to update their data strategy in order to survive the current economic malaise that has gripped the world.
Direct marketing companies are particularly advised to use software and tools to ensure their contact data management is reliable.
This is the view of the Federation of European Direct and Interactive Marketing (FEDMA), which has found that performance-based direct marketing initiatives are entirely dependant on accurate data.
Jorgen Nygaard Andreassen, marketing and membership manager at FEDMA, commented: "Depending on the communication mix, business data is absolutely crucial to the success of the campaign. The better the data, the better the results, mixed with creativity and the [ad] copy."
He added that database management had as much as an 80% impact on the success of the marketing campaign.
A study carried out by Econsultancy and published at the end of last month (January 26th), showed that 67% of respondents prioritise the need to find information quickly.
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