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Direct marketing 'should be driven by data'
Jul 13 2010, 16:04 PM
Direct marketing professionals should use relevant data to drive their campaigns, it has been suggested.
Writing for Marketing Week, Richard Lees, Chairman of DBG, said there can be no customer engagement unless material is properly tailored.
"When marketing products with a gender preference, using the data you have to segregate gender to make it relevant can have great impact - and save you money," he commented.
Organisations also need to ensure they are targeting people with age-appropriate material, Mr Lees advised.
Sending a child emails relating to gambling and alcohol products is not likely to go down well.
He added that most people ignore direct mail and direct it straight to their junk folder unless it is relevant and interesting.
Writing for the same publication last month, G2 Data Dynamics Managing Director Kevin Slatter said campaigns rely on data quality, adding that customer relationship management programmes are useless without clean, deduped data.
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