News & Events

Marketers 'should involve their target audiences'

Date posted:

29th May 2008

Marketers should not rely on high-volume direct marketing emails, it has been claimed.

Marketers could improve the way they promote their brands by making more use of the internet and digital channels, one expert has said.

Writing for MrCustomer.com, Nick Evans of analytics provider Jaywing said that marketers should not simply bombard audiences with promotional emails, but that they should get involved in more integrated dialogue with a specifically targeted audience.

He said that there is a tendency not do to this, because standard direct marketing methods incur lower costs.

"The available data should build a picture of each consumer, what information they decided to pull towards them and how they did it. Using this insight lets us tailor the response message, making the next interaction relevant, personal and targeted," Mr Evans said.

He added that this kind of two-way dialogue could help to renew consumers' trust in direct marketing.

Jaywing is an independent UK analytics company with some 50 experts in the field of technical analysis.

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