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