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Use customer data 'to drive results'
Jun 15 2010, 11:16 AM
Businesses can use customer data to drive results quickly, one expert has suggested.
Writing for Smart Data Collective, Sundeep Kapur said marketing professionals should not assume that information collected before the economic downturn still holds true.
He noted that marketing professionals should concentrate on customer behaviour and tracking techniques, rather than branding.
"Focus on current customers, in tough economic conditions customers feel vulnerable and are more likely to stay with a company rather than make a switch," Mr Kapur commented.
Businesses are advised to improve their profiling, modelling and segmentation systems, as well as using "more sophisticated campaign planning, data management and creative execution".
Marcus Hyett of bulk SMS service provider Txtlocal recently claimed that text messaging is a great way to contact consumers as they can be controlled and sent at convenient times.
He advised businesses to avoid using "text speak" and keep messages below 160 characters.
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