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Sales Marketing
Bringing sales marketing news from around Berkshire |
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Retailers Catching on to Direct Marketing
Retailers are beginning to appreciate the importance of gaining insight into their customers through direct marketing, according to an industry expert.
Writing in Marketing, James Quilter says that many high-profile marketers are attempting to improve the targeting of their communications, and a number have employed agencies that specialise in direct marketing to help them do this.
Notable examples include the Co-operative Group, Waitrose and B&Q, all of which have recently sought the services of specialist agencies, Mr Quilter writes.
"Market forces are causing retailers to reappraise their approaches. The sector is going through one of its toughest periods in recent years, having been largely polarised into upmarket outlets and discounters, making it more difficult for mid-market companies to fall back on price promotions," he comments.
However, M&C Saatchi chief executive Tim Duffy insists that direct marketing will never entirely replace media advertising.
"The ruthless demand for footfall will still demand that retailers of any sizeable scale use ad campaigns," he tells Marketing. "It's simplistic to say it will all go one way."
Rather than being "seduced by direct marketing and the internet", retailers need to learn how to integrate the different types of marketing, Mr Duffy advises, adding that the key to a good campaign is "understanding how these media work together without damaging the brand".
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