Tuesday 01 April 2008

DM campaigns need quality leads or damage campaigns

A lack of quality leads when conducting a direct marketing campaign could damage a brand, according to a marketing guidance organisation.

The Institute of Sales and Marketing Management (ISMM) has said that marketers could harm the reputation of a company by sending out information about a product that is inappropriate for them.

Ren Kapur, director of corporate development at the ISMM, said: "You would be damaging your brand name by sending them information which they understood, but which is completely irrelevant to them [consumers].

"They would think you did not know what you were talking about. Everybody gets some direct marketing that they do not want, but if it is something that could be useful to you, and you find that you are being sent entirely the wrong products, it has a negative effect."

Direct marketing was still ranked as the number one medium for marketing effectiveness in 2007 by marketers in The Global Marketing Effectiveness Report, despite it capturing less than 35 per cent of all global marketing and communication spend.

Category: Email Marketing

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