“Fools rush in where angels fear to tread”…has never been more true when it comes to truly knowing your market, and how to contact them. Far too often a campaign has been designed and perceived before the data has even been looked at.
Data (the facts behind the marketing) must be the starting point for any marketing department. Understanding the patterns of purchase, the most appealing offers, the best-selling products to which market sector, the timings.
There are multiple variables that need to be considered, and many marketing departments have neither the resource, experience or heart to complete the vital research to produce a truly client focussed personalised 1-2-1 communication that will produce much improved returns as the recipient has been communicated with from a position of knowledge rather than being swept up in broad brush approach to marketing.