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Direct marketing staff 'need to understand customers better'
Nov 3 2009, 21:23 PM
Those working in direct marketing can improve their success rates by improving their insight into what each customer wants, an expert has said.
Writing for 1to1Media, Andy Cutler, chief strategy officer for marketing company Mercury, said that this was one of the best ways to gain an edge over business rivals.
"Most direct marketing programs can be improved by better understanding customer behaviour and modifying the program based on that understanding," Mr Cutler explained.
He added that investing in the right analytics programme could help marketers to work out which customers should be targeted in each specific campaign, thereby improving relationships with clients and increasing response rates.
Mr Cutler said that it was for best to carry out such changes as soon as possible in order to experience the biggest possible benefits once the economic recovery hits its stride.
Last month, the Direct Marketing Association admitted that marketers face great challenges in helping to rebuild consumer confidence in the financial services sector.
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