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Relevance 'is a massive marketing challenge'
Marketing News |
23/11/2009
Marketers need to ensure their communications with customers are timely and relevant no matter what format they are sent in, a new study has suggested.
Research conducted by the Chief Marketing Officer (CMO) Council and InfoPrint Solutions reveals that only 41 per cent of people consider promotional offers to be "must-read" information regardless of whether they are received via email or traditional postal services.
Furthermore, 41 per cent of consumers stated that they would consider ending a brand relationship because they were being sent irrelevant promotions.
Sandra Zoratti, vice-president of global solutions marketing at InfoPrint, urged marketers to ensure their communications are of interest.
She said: "Continuous data collection, as well as integration and analysis produce customer insights which will enable mass-customisation of messaging to recipients and generate improved response, engagement and retention."
Relevance is now one of the biggest challenges facing marketing, Ms Zoratti added.
Recently, a study by Econsultancy and RedEye urged marketers to ensure they are segmenting distribution lists in order to boost the conversion rates of their email marketing campaigns.
Posted by Stephen Wilkinson.
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