''Knowing your audience'' is a benefit in offline direct marketing

When it comes to offline direct marketing, companies stand to benefit from knowing their target customers.

That is according to Ray Jones of the Chartered Institute of Marketing (CIM), who maintained that there was "still a place" for offline marketing

He said that the most suitable method of reaching customers depended on the type of product or service that was being marketed, observing that some consumers use the internet more than others.

"The more senior people may not be online too much. So, for instance, if you´re doing [marketing for] cruises or something like that, you might find that that works better with hard copy mailing.

"It depends how people´s lifestyle is, and whether it revolves around the internet or not. So there´s still a place for [offline marketing]."

Mr Jones added that there was still a big market of people who had spending power but didn´t regularly use the internet, namely older customers.

"Knowing [your] targets has tremendous benefits all round and responsible marketers will take that as a given."

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