Archive for the ‘Business Data & Lists’ Category

Marketing newsletters ‘must have strong editorial focus’

Posted: July 13th, 2010 by Marketscan comment-icon 0

A marketing expert has advised companies to identify and strictly adhere to an editorial focus in their email newsletters. Ann Pruitt, an associate at 60 Second Communications, explained that newsletters that have a strong editorial focus are the ones that readers will invariably be drawn to. Writing in the 60 Second Marketer, she also advised marketers to establish regular columns and features so recipients can learn what to expect and cultivate a ritual with the newsletter. In order to entice… Read more »

Marketers ‘should use meaningful business data’

Posted: July 9th, 2010 by Marketscan comment-icon 0

Marketers need to make use of meaningful business data from multiple sources in order to make better decisions, an expert has said. Laura Patterson, president and co-founder of VisionEdge, explained that marketers must be able to translate the insights from analytical systems immediately into marketing decisions and then use operational systems to execute these decisions. Writing in Marketing Profs, she pointed out that all marketing organisations that profess to prioritise their customers should leverage various types of customer data including… Read more »

Poor business data hygiene ‘compromises direct mail campaigns’

Posted: July 7th, 2010 by Marketscan comment-icon 0

Poor business data hygiene can compromise even the most robust marketing campaign strategy, an expert has advised. Jo Bell, director of Mortascreen, pointed out that every day, 7,000 people move houses and 1,600 people pass away, which renders as many as one in 24 mailing list entries inaccurate. Moreover, an average of over 170,000 pieces of direct mail pieces are delivered to addresses of the deceased on a daily basis. Writing in Utalkmarketing, Ms Bell explained that inaccurate business data… Read more »

Direct mail ‘should be based on sound business data’

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

Direct mail promotions should be based on solid business data to ensure they reach the correct destination, it has been suggested. According to Onepost, firms should make sure their mailing lists and business data are properly checked, cleaned and verified before direct mail messages are sent out to recipients. Onepost highlighted recent findings from a Direct Mail Association (DMA) data tracking study, which found that more than half (57 per cent) of people unsubscribe from a mailing list if they… Read more »

‘Sales leads and customers give firms crucial business advice’

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

Small businesses can obtain valuable advice from their sales leads and customers, a new study has revealed. According to a report produced by the Small Business Research Centre at Kingston University on behalf of Royal Mail, over half (56 per cent) of small firms that solicit advice from their customers rate the feedback as having an indispensable impact on their organisation. The report found that companies in the UK can accelerate their growth potential by nearly four times by making… Read more »

‘Tone of voice is crucial in social media marketing campaigns’

Posted: July 2nd, 2010 by Marketscan comment-icon 0

A marketing specialist has advised companies that when it comes to social media, the tone of voice used is absolutely essential. Tania Jackson, managing director at Red Idea, stressed that marketers need to come across as informative, knowledgeable and full of expertise in their marketing copy. She pointed out that businesses also need to show a bit of their personality on their websites, otherwise their online portals will seem like just another site full of information that no-one wants. "This… Read more »

Reducing security spending ‘is false economy’

Posted: June 30th, 2010 by Marketscan comment-icon 0

Cutting down on security expenditure is a false economy and could leave business data open to breaches, it has been suggested. According to Neil Munroe, external affairs director for Equifax, reducing security in the post-recession climate is a short-sighted approach, as it is particularly during times of financial stress that fraud and other security issues abound. Mr Munroe explained that people tend to get increasingly desperate and more prone to engage in illegal behaviour during times of fiscal auterity. "Hopefully… Read more »

‘Firms leave crucial business data unencrypted’

Posted: June 25th, 2010 by Marketscan comment-icon 0

A new survey reveals that many firms are leaving their business data open to security breaches, potentially compromising the security of their mailing lists. According to research from Credant Technologies, more than half (52 per cent) of companies do not encrypt their business data when they carry it portably between various locations. The study, which questioned 277 professionals, found that a lot of the business data being left unprotected is sensitive and would cause serious repercussions for the organisation if… Read more »

Businesses ‘not dealing with email well’

Posted: June 22nd, 2010 by Marketscan comment-icon 0

Many businesses are still not "getting a handle" on the management of email, it has been suggested. According to the Association for Information and Image Management (AIIM), while recording emails is "not a big ask", even companies with a full enterprise content management solution are not confident that they are doing so successfully. Doug Miles, UK managing director of AIIM Europe, stressed that one of the most important reasons businesses need a strategy is to manage their business data effectively…. Read more »

‘Facebook fans have higher brand loyalty’

Posted: June 21st, 2010 by Marketscan comment-icon 0

New research suggests that consumers on social media networks tend to be more loyal than those on other platforms. According to a study conducted by digital consulting firm Syncapse Corp, Facebook fans of a brand provide noticeably more value as customers than non-fans and on average, participate with a brand ten times a year. The study, which analysed consumer product spending, brand loyalty, propensity to recommended, earned media value and brand affinity, found that Facebook fans are also more likely… Read more »

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