by Rishik
28. January 2011 14:18
A white paper out commissioned by the Royal Mail recently stated that "traditional marketing is dead" and successful future marketing must align with the three 'R's - relevance, response and restraint.
According to Patrick Barwise, Emeritus Professor of Management and Marketing at the London Business School, the report states that relevance, response and restraint will become the key drivers behind future marketing.
As part of this, the paper also states that data will be plentiful, but needs to be gained from the consumer upfront and employed in a responsible manner. Using data responsibly here is key. Part of holding and using data responsibly is complying with the fourth principle of the Data Protection Act 1998 which states Personal data shall be accurate and, where necessary, up to date.
Many of Data8's valued clients use our data cleansing services, both our online data cleansing service and the bureau. By using services such as PAF cleansing to keep up to date with address changes, mortality screening to check for deceased records or to obtain new addresses using our mover service, you can be sure and safe in the knowledge that you are compliant with this fourth principle.
Use your data responsibly, keep it up to date and accurate and you will enjoy many years of successful marketing campaigns. E-mail us now for further information or register for free online.
The report in full can be found here.