Technology that enables direct communication with customers is revolutionising marketing, according to global advertising company.
M&C Saatchi has suggested that direct mail strategies are quickly overtaking mass media advertising campaigns as the most effective form of marketing, particularly as businesses look to achieve cost and efficiency savings.
Writing for Inside Retailing Magazine, the company's director, Jon Bird, suggested that collecting data on your customers - combined with an efficient software system - can improve direct marketing campaigns
David Whittle, marketing director of the digital communications company, Mark, said: "Data leads to information, which in turn becomes intelligence and ultimately provides you with insight.
"Over time, you can segment your customers into defined groups, fine-tune your offer, and send them ever-more relevant and motivating messages."
Last month, the director of a direct marketing company, Fred Schebesta, claimed that companies that are able to implement targeted advertising campaigns are likely to do better in the economic downturn.
Technology that enables direct communication with customers is revolutionising marketing, according to global advertising company.