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Traditional direct marketing techniques being favored

Rachel Wheeler Archive
US marketers are increasingly utilizing traditional direct marketing techniques including data integration and analytic strategies, new research has revealed.

According to DMNews, the latest State of Marketing Report has found that 62 per cent of respondents to the survey were planning to improve their segmentation and targeting for campaigns by better studying customer data.

Donovan Neale-May, executive director of the Chief Marketing Officer Council, told the news provider that there had been a shift back toward the traditional approach to marketing.

"There's a shift back to what I call the focus on the fundamentals - analytics, database marketing, customer data integration and building infrastructure - that has enabled more targeted, personal and timely messaging in the marketplace," he explained.

However, before implementing a marketing campaign, based on data which businesses already hold about potential customers, it is recommended that organizations implement data quality measures to ensure information is correct.

Many industry commentators have highlighted the need to check data thoroughly before executing any communications.

Posted by Paul Newton