Directory enquiries service, 118 118, has announced its decision to turn to direct marketing as its preferred method of reaching customers, rather than television.

The number, made famous by the identical big hair and moustached twins bearing the telephone number on their chests, is regularly promoted via television adverts and primetime sponsorship deals, for example, with the hugely popular US drama Lost.

However, bosses now feel direct marketing will drive more users to their service and they are currently embarking on a full audit of their data to ensure successful targeting.

Data cleaning and suppression will all be implemented to guarantee the highest standard of data quality at the company, whose very businesses depends upon providing correct addresses and telephone phone numbers with speed and efficiency.

The move indicates the success and ensuring appeal of direct marketing campaigns at a time when many are predicting the shift to online.ADNFCR-8000151-ID-18211310-ADNFCR

Related Topics: General Marketing