17-12-2007
CIM offers advice for SME marketing
The Chartered Institute of Marketing (CIM) has recommended that small to medium-sized enterprises (SMEs) exercise best practice in relation to database management.
Ray Jones, a representative for CIM, believes that SMEs can increase sale volumes and enhance their reputation by ensuring that contact with past clients is maintained through the keeping of old client lists.
"Keeping your database up to date and alive, and paying attention to return mail, can be worthwhile," said Mr Jones.
"So, for the smaller company [this means] looking through old customer lists and their contact details," he added.
Moreover, Mr Jones believes that while it may be necessary to obtain advice for some marketing projects, SMEs can manage low-key customer retention activities without external assistance.
In related news, Mr Jones has also recommended telemarketing as a potentially worthwhile technique for businesses to adopt, providing businesses approach the "correct customers", which can be made more likely with the assistance of modern technology.