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Effective data strategies 'are more important than ever'
Nov 30 2009, 10:10 AM
Communicating with customers through marketing has never been more important.
This is according to Tara Dalrymple of Galway-based lifestyle management company Busy Lizzie, who told the Irish Times that many companies have been "riding the wave" for so long that they have never had to really target consumers and sell themselves.
"One of the first things we do is put in place proper systems to capture leads and start lead generation. We put systems in place for email address capture, we suggest phone scripts and HTML boxes on websites so that visitors can sign up for newsletters with new product information," she commented.
Ms Dalrymple added that she is continually amazed at how many businesses let great leads go or fail to contact potential customers regularly.
In related news, a recent poll carried out by Marketing Week revealed that many businesses still find direct mail appealing and effective.
Some of the reasons given for the channel's popularity include the fact that it can offer a good return on investment and can be measured effectively.
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