Data quality news
Direct marketing without boundaries
May 15 2012, 23:30 PM
When conducting a direct mail campaign marketers must not work within the confines of perceived geographical boundaries, according to one body.
The Corporate Executive Board (CEB) has stressed the importance of sharing marketing tips and advice internationally to ensure the success of campaigns.
A study by the board found that the vast majority of its members (92 per cent) felt sharing information about strategies is more important than it was three years ago, however, less than a quarter (24 per cent) feel that they have the tools and expertise to do so at the moment.
In response the body has come up with a 27-point framework to help build international businesses.
CEB's managing director Pat Spenner told Marketing Magazine: "It's about finding ways of connecting folks softly that cuts across traditional power boundaries."
One area where companies could help businesses in other nations is sharing customer insights and preferences, all of which can be recorded and stored easily with good data management.
Posted by Neil Hill
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