02-10-2008
Targeted direct mail means better ROI for SMEs
If small businesses ensure their direct marketing campaigns are aimed at the right people, they can reduce their marketing spend while getting better results, one statistical consultancy group has suggested.
According to DataTalk Research, businesses are not going to spend more on direct campaigns despite research showing people are more likely to respond to them over any other form of advertising.
Mike Hare, research director at DataTalk Research, said: "With gauges like this now available it's going to allow people to better target their campaigns, and, therefore, improve their return on investment – perhaps spend a little less, but spend it a damn sight more effectively."
He added that the research reveals what marketing channels consumers respond to and why they find it acceptable to receive information from.
Further findings from the index showed radio advertising had the highest response from consumers.
News by Adfero for Simply Business – independent providers of public liability insurance, business finance, landlord insurance, buy-to-let mortgages & commercial mortgages.
