Direct marketing using e-mail and SMS as the distribution channel is not only becoming incrementally more expensive, it is also highly competitive – particularly in the financial services space when dealing with products such as loans and insurance. As more direct marketers enter the market, and banks and insurers get better at marketing to their own databases, the response rates of consumers to e-mail and SMS marketing are declining. The knock-on effect is an increase in overall marketing costs. Combined with the clutter from other through-the-line marketing initiatives, it’s becoming increasingly difficult to get the attention of prospective consumers. Grabbing consumer attention amid the clutter is about managing your data effectively so that you can ensure marketing remains a profit centre. Marketing profit is directly driven out of the data assets so it’s vital to protect this data by targeting the right customer for the right product with the relevant message at the relevant t...

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