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Effective contact data management 'important for marketing and sales'
Sep 1 2010, 07:49 AM
Businesses need to keep on top of their contact data management if they want to succeed in terms of marketing and sales.
Writing for DM Weekly, Keith Jones, Head of Data Strategy at Royal Mail, said that data management is reliant on more than simply updating and cleansing information occasionally.
"Serious consideration needs to be given to collecting, using best practice opt-out/opt-in practices, mobile phone numbers, email addresses and even using new routes to collect data, such as social media where appropriate," he stated.
Mr Jones went on to explain that a well-rounded data service should result in increased revenues if employed properly by a company.
Charities may be among the organisations looking to improve their contact data management, as Russell Parsons, News Editor of Marketing Week, recently pointed out that spending on direct marketing activities can help them make up potential funding shortfalls caused by lower government grants.
He said that targeted marketing can be conducted for relatively cheap sums and is likely to pay off over time.
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