Direct marketing ''helps target audience''

Direct marketing gives organisations the tools required to target a specific demographic of customers most likely to be interested in their product, the Chartered Institute of Marketing (CIM) has claimed.

For many businesses, unsolicited contact with existing or potential customers is the most cost-effective form of marketing, but the CIM warned marketers to remain focused on their key audience, with a clear idea of who they are speaking to, if they are to be successful.

"The main benefit is reaching the people you want to reach," noted Ray Jones, a spokesperson for the institute.

"The whole purpose of the mail piece is to take your business further forward, whatever your service or product is. If you´re getting returns you´re missing your people and it´s a complete waste of effort.

"The markets are really well segmented now so to waste time with poor database material is almost a criminal waste of money, time and the environment," he added.

According to a recent survey by International Communications Research, 73 per cent of consumers are happy to receive unsolicited marketing information by post, but only 18 per cent want such materials sent to them by email.
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