It is important to take a long-term view of your firm’s marketing practices and to employ a strategy-based approach rather than entering into battle-style tactics, according to one expert.

The president of advertising website did-it.com, Dave Pasternack, has been advising businesses on their marketing strategies for years and has just written his top tips for Direct Marketing News.

Battle tactics such as buying keywords or optimising your website may win custom and profit in the short-term but in terms of sustainability, one should be looking further afield at strategic moves to boost profitability and increase market share.

Mr Pasternack wrote: “By triangulating multiple data sources and having a testing infrastructure in place, it is possible to minimise the influence of dirty data that can cause strategic search campaigns to run off the rails.”

By this he means that you should always make sure your starting data is correct before using it to plan an advertising campaign because “dirty data” means your marketing may be off mark and inefficient.ADNFCR-8000151-ID-18141873-ADNFCR

Related Topics: General Marketing