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Good data management 'can bring marketing success'
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Making an impression in a market can be made easier for firms by making the most of the information they have about their customers, it has been suggested. Ensuring that detailed records of purchases and enquiries are kept up to date on a well-managed database can let companies resurrect lapsed customer relationships, according to the Chartered Institute of Marketing (CIM). A spokesperson for the international marketing body pointed out that the customer base of a firm is viewed as an asset in company buyouts and so should be consistently added to if possible. But CIM's Ray Jones added that making sure people remain customers is at least as important. "Keeping your database up to date and alive, and paying attention to return mail, can be worthwhile," he said. "It all comes back to good database management. If you have a customer who's been with you since two or three years ago, there's no harm in ringing them up." However, Mr Jones added that although day-to-day retention of customers can be carried out by firms through a database, they may need to defer to marketing professionals when running a full-time campaign. Azzurri is delivering flexible networks that give organisations agility and value for money.  |