Customer data can support business marketing

Wednesday 21 November 2012

Businesses can use customer intelligence technology to deliver more effective marketing, it has been claimed.

Henry Smith, product marketing director at Emailvision, said it is very easy for companies to gain valuable insight from their customers.

And this can help them deliver targeted, personalised advertising in the run-up to the all-important festive season, he suggested.

"The goal for retailers should be to make communications and customer interactions engaging and seamlessly integrated into the holiday shopping experience," Mr Smith stated.

"By weaving together appropriate communications, based on a customer’s previous interactions with a brand, retailers can be sure they won’t lose out on their portion of the holiday spending spree."

According to research conducted by YouGov on behalf of Emailvision, UK consumer spending is set to soar over Christmas 2012.

The firm expects consumers to spend a total of £87 billion in the run-up to Christmas, giving businesses the opportunity to make significant profits if they can make their brands stand out from the crowd.

Businesses need to think about how they can best engage with their potential customer base - using a range of sales and marketing tactics where appropriate.

Posted by Jenny Arthur