Direct Marketing

Combining email marketing with social media ‘can increase customer contact’

(THOMSON LOCAL) - Growing businesses that improve the targeting of their direct marketing will see an increase in their return on investment, it has been claimed.

Ray Jones, spokesperson for the Chartered Institute of Marketing, has claimed there has been a noticeable shift from firms using general advertising to investment in more targeted promotions.

He explained that companies are becoming wise to identifying their demographics through the use of technology and database management.

“They can write to them directly and focus on particular markets,” he added.

“A good database and a good relationship management system will bring you much more return on investment than advertising.”

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