Amid a changing marketing climate, the effective use of data is key to a successful strategy, an expert has claimed.
Dave Cockerill, managing director of GB Group DataSolutions, argues that with legislative changes making it harder than ever to target individuals, the effective use of data is now essential for successful direct marketing.
Writing for Direct Marketing Weekly, he notes that more than 12 million people have signed up to the Telephone Preference Service (TPS) and increasing numbers are taking advantage of the Mailing Preference Service (MPS), with many suggesting that years of a “carpet bombing” approach to marketing have turned consumers off.
However, industry-watchers claim that consumers are still responsive to direct marketing techniques if they do not perceive it as junk mail, with companies advised to target individuals accurately with relevant marketing.
A successful predictive marketing strategy should take advantage of facts relating to a personal and key event, such as a recent birth or marriage, as this is likely to impact on people’s consumer choices.
“With businesses facing ever-mounting pressure to demonstrate accountability for marketing, the ability to determine which products or services customers will want is absolutely key,” stressed Mr Cockerill.
However, he also cautioned: “Data that is weeks, or even months old, undermines the whole concept of marketing to trigger events. Marketers need to work with data specialists to get the data they need within days of a particular event taking place.”