Many marketers may not be using the best technology to keep the business lists and consumer lists on their databases up-to-date, an expert has suggested.

Rob Lovell, chief executive of ThinkGrid, said there is still a lack of understanding of new technologies and many firms are anxious about cost, security and trust.

He pointed out that data stored remotely in a cloud computing network and hosted by a specialist company is far more secure than data stored in the office and dramatically reduces management time.

“Hosted IT can make a real difference, ensuring that all applications and data on a business network are stored securely and remotely ‘in the cloud’ [and] accessible via a simple domestic broadband connection,” Mr Lovell said.

He urged businesses to ensure that their IT systems are ready to deal with growth in the sector, because the technology exists to “provide a completely scalable network offering top-quality IT access to everyone”.

A recent report by Avanade and Kelton Research found that more than 35 per cent of companies have experienced an outrage at their IT service provider.

Posted by Matthew Collins, Technical Director – IT Data Cleaning, Hygiene, Analytics, Databases

Related Topics: General Marketing