Industry News
Posted on 19/05/2006
Marketers look to retain customers
There is greater expenditure from marketers on the retention of existing customers rather than the acquisition of new ones, according to new data.
Over half (53 per cent) of companies" marketing budgets are being spent on retaining the customer list instead of searching out new ones.
Charities in particular are cottoning on to the benefits of using effective marketing to retain loyal customers.
And the managing director of Teamspirit, Jo Parker, said this year the marketing focus is clearly on the consumer, reports Fundraising UK.
Stephen Maher, MBA spokesman, echoed this view saying "much of the advertising work we do is to help support the charity"s marketing to its current donors, be it to try and upgrade the level of donations or create a legacy".
Industry experts are now urging marketing companies to take notice of this trend by increasing their marketing budget expenditure to develop campaigns which provide deeper insight into customers" buying patterns.
© Adfero LtdPosted on 19/05/2006
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