Lack of adequate customer data is major obstacle in marketing

One of the major obstacles in conducting a successful direct marketing campaign is not having adequate customer data.

That is according to a new global survey from the Chief Marketing Officer (CMO) Council, entitled the Power of Personalization, which revealed that only ´fair´ to ´poor´ knowledge of customers was held by approximately half of those questioned.

It was also discovered that 43.5 per cent of chief marketing officers adopted only a ´low´ usage of personalized communications.

Barbara A Pellow, group leader at InfoTrends, said that marketers were wasting their money by inundating consumers with irrelevant campaigns.

She commented: "InfoTrends´ recent direct-mail research indicates 63 percent of consumers prefer highly personalised and unique offers. More investment in personalised marketing is vital to the success of marketing campaigns and, to some extent, business results as a whole.

"The Power of Personalization study highlights the importance of knowing your customers and targeting their individual interests."

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