News Article Published:
Wednesday, 18 July 2007
Category:
Financial Services
Business-to-business marketers are increasingly investing in digital marketing, according to a new survey.
A study by Harte-Hanks reveals that marketing tactics such as e-mail, websites and online registrations, are increasingly being used in the business-to-business sector, although issues of data quality are becoming "a major roadblock to success".
Within consumer marketing, best returns on investment were found to come from direct mail and e-mail.
Data quality was also found to affect performance, although to not such a great extent as within business-to-business.
Bill Goldberg, Harte-Hanks corporate officer and senior vice president, said: "As companies invest more in multiple channels in a bid to acquire customers, and to retain their loyalty, it appears businesses continue to grapple with data management and data insight – and just what the metrics are saying.
"Of concern, sales and marketing teams still are not reading the same rulebook when it comes to discerning value and customer optimisation."
<< back to latest industry news