Google sets the standard by which all direct marketing agencies should compare their level of data about their customs, one expert has claimed.
Customer data is vital in the direct marketing industry in order to ensure postal campaigns are relevantly targeted and produce high returns.
However, Ian Betteridge, a sector specialist, says no one can ‘do’ data better than Google.
“Do you know more about your customers than Google does?” he has challenged. “If you don’t, you need to rethink your data strategy, quickly.”
Mr Betteridge makes this claim on the basis that, thanks to the internet, much data is now available online for anyone to access.
If Google knows more about your customer then you do, he explains, then competitors also know more as they have access to this information.
“Although Google isn’t going to be selling that information to them, it will be selling them ads which will appear next to content and those ads will be better targeted than your marketing,” he said.