Businesses can cut their spending on direct marketing by making sure their campaigns are aimed at the right people, an expert has suggested.

According to Mike Hare, research director at DataTalk Research, accurately targeting campaigns allows companies to improve their return on investment and spend in a more effective manner.

He also pointed out that being able to aim marketing at the right audience is about knowing how certain people respond to certain pieces of information such as “which channels are acceptable to them and which sectors they find it acceptable to receive information from”.

According to research from internet media and market research company Nielson Online, people are spending less time on communication and content sites and more on search portals.

The proportion of people who spent time on communication sites decreased by ten per cent, while the amount of people who frequented search portals increased by 13 per cent.

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