ADDRESS MANAGEMENT FEATURE
Are marketers forgetting the basics in the rush to digital?
In their desperate rush to colonise the online and digital world, are marketers dropping the ball when it comes to getting the basics of address management right, asks Antony Begley?
D
ata quality is vital for any marketing programme, whether intended for direct mail or not – if all it requires is a year for data to be corrupt and out of
date, then very quickly, investment in data acquisition is wasted and the potential for a return on that investment is rapidly eroded,” says
Postcoder.com MD Emma Gooderham, and she’s not likely to hear any objections to that any time soon. So why is it then that a recent study by Postcode Anywhere and Interactive Media Group
discovered that in the UK, the cost to ecommerce of misdirected and junk mail tops a staggering £1bn?
When Gooderham’s statement, which has
been oft-repeated by her industry coleagues, has simply become accepted as a truism – data quality is absolutely vital – why is it then that the UK marketing industry can still be getting it so wrong this far down the line? With a full suite of decent data quality tools now readily available and affordable to pretty
much every UK business, it requires something of a mental leap to understand why the industry is still effectively posting hundreds of millions of pounds into the dustbin every year. Why is the situation not improving?
“It’s not simply that the situation isn’t
improving, it actually seems to be getting worse,” says Hopewiser National Account Manager Mathew Tharme.
“And I think it’s down to a good old fashioned case of marketers dropping the ááá
www.dmarket.co.uk
July / August 2010 29
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