With a plethora of new technology available to direct marketers, it is important to pick the appropriate channel for a particular audience, according to the Chartered Institute of Marketing (CIM).

Companies targeting fellow firms on their business lists with direct marketing drives currently have a number of choices when it comes to picking a medium with which to contact their targets.

CIM head of communications and external affairs, Ray Jones, says that the nature of the audience marketers are trying to reach should directly influence the channel they pick to do so.

“Now with responsible, serious marketing you pick the channel for the audience, and that’s really where technology is helping,” said Mr Jones.

“What is the channel for the market you’re addressing? That really has to be researched regardless of technology used.”

The CIM recently presented its Marketing Experience seminars, giving free advice to direct marketers, including on how to target the social media boom.
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