Marketers need to carry out research before they make decisions about future promotional campaigns, rather than rely on generic testing, says an industry insider.
Research is needed for marketers to maximise lead generation in their direct marketing campaigns, not just generic testing, according to an industry insider.
Robert Keitch, chief of membership and brand of the Direct Marketing Association, pointed out that there is a growing trend to simply look at previous campaign results when making decisions.
He highlighted the need to carry out new research in order to know the most efficient way of reaching a target audience.
"The power of direct marketing lies in its targeted approach and to ensure that this precision is maximised it is vital that direct marketers use all the tools available to them," the DMA representative added.
Mr Keitch suggested using creative testing, price evaluation and tracking studies to keep up to date with customers' point of view.
Last week, a study by comScore indicated that online advertising was better suited to smaller brands as it is cost-effective and allows customers to be targeted more easily.
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