Direct marketing faces new scrutiny
Direct marketing continues to be a lucrative tool, especially for the insurance sector, but Alex Walsh warns that random targeting of a product will eventually backfire and will soon be outlawed
Direct marketing is a vital tool for many organisations, and if used correctly can instigate and maintain strong and profitable relationships between a company and its customers. Certainly, with £27bn of sales being generated by responses to direct marketing activity over the past 12 months (source: DMIS), it looks set to remain an important channel.
For the insurance sector, direct marketing is key in driving sales and generating custom, both from consumers and businesses. With so many different
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