Magazine article Marketing

Now Is the Time to Get Real with Target Practice

Magazine article Marketing

Now Is the Time to Get Real with Target Practice

Article excerpt

This could be the year not of the monkey or the goat, nor even of digital satellite television, but the year of real numbers and real people.

Direct-mail databases and developments such as loyalty cards have already reduced the Mystic Meg aspects of advertising and selling and a lot more is on the way. The Holy Grail looks attainable, that marketers will be able to target precisely a wide range of messages to known individuals with a range of equally known consumer preferences, predilections and spending patterns.

ICD Marketing Services has already shown that millions of people will spend time filling in questionnaires about their attitudes to everything in the certain knowledge that by doing so they will bring down a welter of 'junk mail' upon their heads. Evidence shows that people like to be asked their opinions and that the incentive of receiving relevant 'special offers' is seen as more of a promise than a threat.

The fact that ICD is now planning to spend [pounds]21m on building the largest database on consumer attitudes ever, based on surveys personally addressed to 24 million homes, could change the nature of direct mail.

At the same time, a San Francisco company, Imedia, is planning to do something similar for the TV market. The main interest in Imedia and its technology of 'statistical multiplexing' is that it is claiming it can triple or even quadruple the number of channels available on digital TV. Maybe that's not so exciting for digital or satellite TV but it could breathe some life into digital terrestrial TV. …

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