Marketers need to avoid trying to target “every fish in the sea” and invest in better data quality to “cast a narrow net”, independent consultants have advised.

While customer data lists are readily available on the internet, blind ‘mass marketing’ no longer produces effective results.

This means that data quality needs to be kept to an extremely high standard in order to ensure an effective marketing campaign which delivers success.

Elena Anderson, an independent consultant and former analyst with Forrester Research, said in CRM Magazine that it is hard to target potential customers and a successful marketing campaign “requires analytic skills to reach the right people”.

Ms Anderson also highlighted the need for businesses to invest in the latest technology to stay on top of their data quality.

A recent study by Marketsafe found that 13 per cent of the UK organisations questioned admitted that poor data quality was a major factor in their failing to win new business.