Freelance UK - News Sponsorship
	Freelance UK Money Club  Mortgages - Income Protection - Retirement Planning - Life Cover  No consultation fees, no pressure, just free, impartial advice from  specialist IFA FreelancerMoney.

'Success in 2008 is up to marketers'

Tougher economic conditions in 2008 puts the onus firmly on marketers to make their business or client company a winner in a year that could see many losers.

By using the wealth of details now available about consumers, existing clients or potential ones, the marketer is ideally placed to ensure the business is a success.

Tabling these verdicts in an open letter to the Sunday Times, one marketing expert said ignoring customer profiles would be indefensible if the business is found wanting.

“In this modern age, where firms collect many details about their customers, and where much more additional information is commercially available, there is no excuse for attributing poor business performance to market conditions,” wrote Patrick Sargeant, managing director of Response One.

The co-founder of the Bath-based business, which specialises in data intelligence, spotlighted loyalty schemes and direct mail as assets to today’s retail marketer.

He added: “The news of high-street winners and losers over the festive period, coupled with gloomy predictions for 2008 from various pundits, puts pressure on marketing managers to prove their mettle.”

Given the vast libraries of customer details, Mr Sargeant believes 2008 will “show which firms are using all that information to understand their customers better and communicate with them in a way that will make them spend.”

“Many firms talk about being customer-focussed without using available data to keep the customers they have, and to win new ones,” he wrote. “This year, the winners will be those that practice what they preach.”

Jan 14, 2008
Email this article
Printer friendly page

Previous Page