February 25, 2016

Data Can Make or Break Your Marketing Campaign

Your marketing data is constantly evolving and changing.

Without an in-depth overview of how clean and accurate your lists are. The socio-geographic make up. The individual’s Spending Power. Their Status along with other Big Data insights, you simply cannot make a genuinely strategic marketing decision.

Data Cleansing

According to Office of National Statistics (ONS) Over 500,000 people pass-away every year. 4 million people move house. Customer data deteriorates rapidly. In fact, if you fail to maintain it, you will find that much of it is useless within three years.

Data should be the starting block for all marketing campaigns

So to assist you in planning your marketing message, targeting the correct individuals with the correct offer, and most importantly knowing just how clean your main income generating resource actually is. You should check and analyse your databases thoroughly before you even start the design process.

Data Cleansing for Business

Stretch your budget further! Only mail to those who will respond, use these savings from a reduction in mailing volume to increase the impact of your mailing pack. The last thing you want is bags of returned mail that need both managing and have cost you money to produce!

Have your data analysed by a reputable company that is ISO 27001 Data Management and Security accredited. A FREE Data Audit* will assist you in planning your marketing message, targeting the correct individuals with the correct offer, and most importantly knowing just how clean your database actually is!

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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August 10, 2015

7 Reasons Not To Update Your Marketing Data

OK – we had you going there for a minute. Of course we don’t agree with the title of this blog, but here are 7 tongue-in-cheek reasons why some poor fool might choose not to keep their database as the source of their business profit and growth strategy.

 

1. You have way too many customers already

Too many customers? We should all be so lucky! Unless you’re operating in a very niche market, this is not something you’re likely to hear from many Marketing Managers or Managing Directors.

Even when things are going well, all businesses should be looking to find new customers, generate more sales, increase ROI, boost response rates and improve brand visibility in their sectors. Clean, fresh and targeted data is the key.

2. Business Growth is Boring – You like to keep things small

Your database might contain 1,000 existing customers and highly-targeted prospects. And you’re getting some great results out of it.

That’s great! But imagine the results you could get if you analysed the common traits of these customers, and added brand new prospects which match the same criteria…

A good data specialist can analyse your database and supply new sales leads with profiles similar to those of your best customers. There are undoubtedly a lot of untapped markets you’re currently missing.

3. A leaky bucket is part of business – Right?

If you’re not actively seeking new customers, you’re actually moving backwards. Retaining existing customers is a huge part of your business, but you can’t grow without new ones. You cannot stop some attrition, but you can put the brakes on it and extend the client lifecyle through great engaging marketing.

And that means seeking ways to improve your operations, from cleaning and extending your CRM database to improving sales techniques.

 

4. You think ignorance is bliss

You may know your database is in great shape. Alternatively you may accept that it’s a little unhealthy. But in most cases, the true quality of your existing database is often unknown.

Many clients are shocked when we show them what’s right under their noses. You can reveal the untapped potential within your own database and perform procedures that can increase return on investment; you might just need a little help.

5. You’re happy marketing to every man and his dog

“Get a list of 5,000,000 B2B email addresses for £50!” Not only will this risk your business authenticity and brand, but it will also most likely come from at best a dubious source. Data protection is a paramount concern in the direct marketing industry – risk of data loss or use of unauthorised data is simply not an option

6. You think data management and update costs are too high.

All to often the management and control of databases falls to the intern or marketing officer in your organisation. inexperience in data management will not only lead to error but will not allow for correct analysis. The true cost of NOT keeping on top of your database is the loss of business, attrition of clients and increased spend on recruiting new clients.

 7. You like spending lots of your marketing budget on unqualified leads or lapsed clients

Not having a true handle on your data and the message to send to each segment of data means that you are printing, emailing, contacting and posting to clients that are either not there, or have moved on. Gone-Aways, Movers, Deceased, non recent spenders. If you don’t update your data, then you are communicating in absentia. What a waste!

If you do want to review your data strategy and update your marketing data, please get in touch. romax.co.uk

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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August 6, 2015

Big Data and Data Quality in Direct Marketing

Big Data and Data Quality in Direct Marketing

A survey conducted by TEK systems (as subsidiary of Alegis Group, a talent management firm) found that over 60% of IT leaders lacked good data quality and had issues with data governance.

With the increasing production, storage and aggregation of data, the challenges of creating workable and maintainable data are increasing exponentially. Vendors surveyed claimed that customers routinely use sub-optimal data for analytics and marketing campaigns.

Some of the primary issues involve

  • Incomplete data
  • Governance of data quality on population
  • Lack of data validation & corrupted data
  • Incompatible characters sets & formatting

 

The concept of garbage in – garbage out still holds true. The true value of data, as a business asset that can be optimised and grown in value with time, is constrained and even jeopardised by poor data design and governance. The impact on customer outreach and direct marketing can really affect our customers at both a sales and earnings line level as they increase customer acquisition costs and limit the effectiveness of their marketing.

The UK-based direct marketing sector has extensive knowledge and experience of data management. As an industry we can help any company seeking to get on top of their data management requirements, to maximise return on their marketing investment through targeted personalised data-driven communication across any medium.

By using sophisticated software and a logical approach to data quality, mining and governance many mailing houses and data providers are able to ensure that marketing professionals can access the rich information and big data analytics that deliver effective messaging to audiences at the right time. Our industry’s data governance consistently demonstrates high security for data, a need demanded by cross-channel advertisers.

Data for marketing campaigns has been the mainstay of the direct mail industry long before ‘big data’ was heard of as a term, helping customers, to develop smarter and more effective marketing campaigns. Understanding your data shows how best to get started profiting from your data.

Customer data augmentation and enhancement services can further enrich key details to your customer database. This service allows you to identify key characteristics of your target audience; those most likely to drive customer acquisition.  Customer data enhancement services are provided by many suppliers and lead to costs being saved, a more powerful campaign and as an added bonus – compliance with the data protection act.

If you understand and use your data properly, then building a business case for data governance, cleansing and targeted direct marketing can help you increase ROI in your marketing spend.

romax.co.uk

 

April 30, 2015

Enhancing Customer Data Reduces Costs, Risk and Improves ROI

Enhancing customer data reduces costs, risk and improves ROI

 

Basing your marketing strategy and content on data is a sure fire way to guarantee that your marketing communications resonate with your intended audience. Failure to gather data and then use this as the foundation for all subsequent marketing decisions will mean that much of your money and time risks being wasted.  Be targeted. Be relevant. Be successful.

Marketing data allows you to build a picture of the needs and circumstances of your customer base. In today’s data heavy world – over 97% of the world’s data has been created in the last two years – it is a resource that you cannot afford to neglect. Whether your company operates in a B2B or B2C marketplace, data is an incredibly powerful tool that can transform the effectiveness of your marketing communications. It is possible to interpret various pieces of information about your customers from relatively small amounts of data.

By enhancing customer data, you achieve a clearly defined picture of each customer, it allows you to build relationships with each customer based on communications that develop a customer’s trust in your brand. Direct mail campaigns, like any other marketing channel, rely heavily on high quality data to ensure a strong return on investment (ROI). As a result, it is also important for companies to maintain the quality and accuracy of their data. So, as part of offering a service delivering cost effective and appealing mail campaigns, Romax assist customers in maintaining the quality of data at their disposal.  A typical problem for companies collecting customer data is when people move house.

 

According to the Office of National Statistics, 4 million people move house every year! Clearly, this fact can have a huge impact on a mail-based marketing campaign. In fact, we consider that the vast majority of data is rendered useless after three years. Fortunately, Romax are able to identify and remove inaccurate data and ensure that your time, effort and budget is spent marketing to genuine prospects.

Our Customer Data Enhancement service can add further key details to your customer database. This service allows companies to identify key characteristics of a target audience; those most likely to drive customer acquisition. The Customer Data Enhancement Service leads to costs being saved, a more powerful campaign and as an added bonus – compliance with the data protection act. Various information such as an individual’s age, sex, marital status and even financial stress can be added to your existing data. See Example Report HERE

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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March 27, 2015

How to grow your consumer brand

From Small Acorns – How to grow your consumer brand

In the early days of a start-up business, you are primarily concerned with just staying afloat and getting your idea off the ground. Once that has been achieved, however, thoughts begin to turn to how to grow your consumer brand.

According to Forbes the best way to grow consumer product brands is to take a broader view of your market, don’t limit your market by your own views. How do you, however, find this new market?

Here at Romax Marketing, we have a range of products and services to help you do just that.  Support and advice during your early days working with us, we provide you with a programme of bespoke advice and support based on data analytics designed to aid the development of your business. This can take many forms; it may be advice on how best to communicate your brand message or how you should use your offering to convert prospects into clients.

Whatever it is that you need, you certainly won’t be left feeling alone. Our data driven approach to your marketing needs means that you can squeeze every last drop from your budget because none of it is wasted. The data we provide shows clearly what is working and what isn’t as well as a sector by sector performance, making it easy to hone and refine your marketing approach as you go along. Use our experience.

Over the years we have built up extensive experience of marketing start-ups, which means we have already seen all of the potential pitfalls that are out there to catch you, and we can help you avoid them. Teaming with an experienced partner such as ourselves can help drive an unknown start up brand to considerable brand visibility heights, and quickly. In this digital age direct marketing is often overlooked in favour of social media, but the reality is that a well thought out direct mail campaign can help to connect with potential customers more effectively, particularly if you employ personalisation for each prospect or client.

Everybody loves to see that extra effort when they are being marketed to, and it really does help you to be memorable. We will help guide you through creating the perfect customised data driven marketing campaign that makes your customers feel special and bring in the kind of results that you are looking for. Using the best supplier to help meet those needs is critical.

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

Contact Us