social media, and it’s an issue that is taxing data owners across the world – and is likely to continue to do so for some time to come. “The future is dominated by the continued emergence of social media which certainly has a part to play within our sector,” believes Skinner. “As marketers integrate traditional direct marketing methods with social media, it opens up new challenges, not least because of the whole different set of legislation and parameters that governs social media data.”
CLEAN AND MEAN
The lesson every generation of marketers keeps re-discovering, be they digital natives or direct mail devotees, is the fact that clean data is the key to success across all direct and insight-driven marketing.
“Cleansing and enhancement is still utterly vital to the success of all B2B direct and digital marketing,” says Jay.
“It’s one of those lessons that every generation gradually learns, though I’m always surprised at how it never quite seems to get handed down as well as it might be!” Another improtant development, and a direct consequence of the recession, has been an increase in the gap between smaller business and larger businesses, thanks largely to their
respective abilities (for abilities, read budgets) to market their way through the recession. Skinner again: “The recession has seen the bigger players increase their marketing activity as smaller players tighten their purse strings which has culminated in greater ROI and results. It’s a simple function of their size and their ability to keep spending when budgets get tight.” But is that creating a generation of haves and have nots? Skinner believes it’s too early to say but points out that, in common with Marketscan, his company has pursued an investment route in recent times. “We have mirrored this commitment by the larger players by committing to a programme of continued investment ourselves. This investment has gone into our database to ensure accuracy levels have never been higher and ensure we meet the demands of our clients. which is reflected in the longevity of our client partnerships.” And there lies a lesson for us all. As billionaire
investor Warren Buffet famously pointed out, when everyone else has stopped spending money, that’s the time when you should start spending more. Perhaps new French President Francois Hollande is not the only man who has had enough of the austerity approach. n
“Never before has it been such a great time to be a marketer – we see leading marketing firms changing from a creative strategy to a data strategy.”
Lisa Arthur, Chief Marketing Officer, Aprimo
A cloud-based marketing automation platform that adds new efficiency & effectiveness to all aspects of your marketing.
APRIMOMARKETINGSTUDIO® ONDEMAND. Formore information
pleasevisitwww.aprimo.comorcall +44 (0)2075353700.
www.dmarket.co.uk
May 2012 19
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