Archive for the ‘Business Data & Lists’ Category

Trial for data lists backed by DMA

Posted: October 15th, 2010 by Marketscan comment-icon 0

The Direct Marketing Association (DMA) has offered its backing to new trials of personal data store technology by Mydex Community Interest Company. DMA executive director Chris Combemale said that the new system will help businesses verify customer information more easily and provide marketers with up-to-date data on clients in order to get the best results. He commented: "Mydex's personal data store has the potential to have significant and wide-ranging implications for businesses and their customers. Both consumers and marketers stand… Read more »

Data list quality ‘is paramount’

Posted: October 12th, 2010 by Marketscan comment-icon 0

Businesses have been advised that maintaining the quality of their data lists should be a top priority at all times. Lance Mercereau, director of marketing and public relations at Rosslyn Analytics, said inaccurate information can be extremely costly to a business, as company leaders will be making decisions based on false information. Indeed, a failure to maintain accurate data is one issue that can lead to serious financial difficulties for firms. He commented: "The core comes down to knowing exactly… Read more »

Companies ‘must brand’ to expand

Posted: October 7th, 2010 by Marketscan comment-icon 1

B2B direct marketing professionals have been advised they must embrace branding in order to boost sales. Marketing consultant Bob James claimed branding remains essential to any marketing efforts, as does knowing what interests a target market. He noted: "Knowing your audience's catch factor and letting them know you know are crucial to growing attendance." Mr James made his comments at the Direct Marketing Association of Washington annual Association Marketing Day, where he was joined in a panel discussion by a… Read more »

Multichannel marketing ‘embraced by brands’

Posted: October 6th, 2010 by Marketscan comment-icon 0

New research has shown more than half of all large businesses now use a multichannel marketing approach when it comes to advertising and contacting clients. According to figures from data business dbg, 98 per cent of businesses which employ more than 250 workers now use three or more marketing approaches, with B2B direct mail one of the most popular. In addition, the research revealed over half of firms are also storing data in order to compile a fuller picture of… Read more »

B2B direct mail about targeting

Posted: October 4th, 2010 by Marketscan comment-icon 0

Targeting is key to any B2B direct mail campaign, one industry expert recently claimed. Speaking at Marketing Week's annual conference, Mark Ritson told attendees of the event that clearly defined targets should be created outlining the likely consumers that will benefit from any product before a campaign is launched. He claimed: "Marketing should exclude people … targeting who you want but also who you don't want." Indeed, Mr Ritson noted it is better to selectively target a small group who… Read more »

A clear marketing road map can drive your firm to success

Posted: October 1st, 2010 by Marketscan comment-icon 0

The marketing industry is littered with the casualties of poorly executed campaign strategies that fail due to the lack of a precise and clear action plan. Many marketers believe that they can simply go it alone and embark on "guerrilla" marketing tactics, flagrantly flouting industry best practice guidelines. One of the best ways to make sure your marketing campaign doesn't end up in the trash is by putting together a lucid marketing plan that sets clear and achievable objectives. According… Read more »

Customer testimonials offer a fool-proof way of increasing sales

Posted: September 24th, 2010 by Marketscan comment-icon 0

When I’m about to make an online purchase, one of the most significant factors that influences whether or not I go ahead with it is the reviews and comments from other customers. Consumer reviews are an almost infallible barometer of how good or bad a product or service is – after all what incentive does a customer have to lie about whether or not a product lived up to their expectations and delivered excellent value for money? This is why… Read more »

B2B data gathering methods ‘should be improved’

Posted: September 17th, 2010 by Marketscan comment-icon 0

B2B marketing professionals have been advised to improve the ways in which they gather B2B data. Kevin Slatter, managing director of G2 Data Dynamics, said there is a wide array of channels and platforms open to firms and they should capitalise on this "wealth of data". Writing in Marketing Week, he lamented the lack of knowledge firms have about their clients and their general dearth of solid B2B data. Mr Slatter explained: "It's astonishing how little companies really know about… Read more »

Don’t fall prey to B2B data breaches

Posted: September 17th, 2010 by Marketscan comment-icon 0

As any self-respecting marketer will know, your B2B mailing list is one of the most crucial business assets you have, and serves as an essential way to attract sales leads and earn more businesses. One would think that given this fact, marketers would take all the necessary precautions to safeguard their B2B data and prevent sensitive information from being compromised, yet time and time again, I see many firms neglect this pivotal issue. A recent report released by data security… Read more »

B2B marketing firms urged to remember content strategy

Posted: September 10th, 2010 by Marketscan comment-icon 0

B2B marketing professionals have been advised not to forget about the content strategy within their marketing plans. Content marketing strategist and leading author Joe Pulizzi said that although every company's marketing process tends to differ slightly, the content strategy should always figure prominently in any effective marketing plan. Writing on the Junta42 blog, he also urged firms to make sure they know the specific tactics that will facilitate their campaign strategies, such as a corporate blog, and maintain a watertight… Read more »

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