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Marketing strategies 'must be correctly targeted'

- Jul 8 2009, 00:20 AM

Companies that are carrying out email marketing campaigns have been advised to ensure their strategies are correctly targeted.

According to Dr Mark Smith of Portrait Software, many marketers are engaged in campaigns that are "wasted" on a large proportion of their target base.

This, he stated, is because some consumers will respond positively to a new business venture without the need to be directly targeted.

Dr Smith also noted that their reluctance to receive marketing literature may prompt them to move their custom to a rival firm.

He has therefore encouraged businesses to refine the way in which they target consumers in order to make sure promotional material goes to the most willing and responsive recipients.

"Simply eliminating these elements can reduce marketing campaign costs dramatically as well as improve campaign response," he commented.

This comes after GI Direct suggested that businesses that are planning a direct marketing strategy gather all their customer information together on a data management system.

Sales director Patrick Headley told Fresh Business Thinking that this would help to make marketing drivers more effective.

Find out more about Experian QAS's solutions for data management.

Written By Ian Paynton
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