Precision marketing pays

Emerging empirical research data shows evidence of declining customer loyalty, irrespective of brand, market or industry, yet marketers and advertisers still query the benefits of precision marketing, despite its proven status as an essential tool in today's fragmenting advertising landscape, says Julia Renouprez, GM of Marketing Services at Primedia@Home.

“Consumers are demanding the most convenient way of getting their hands on the brand that is 'top-of-mind', to satisfy their relevant needs and wants. Brands therefore need to achieve salience, to ensure they remain top-of-mind,” she explains.

The most cost effective way to achieve frequency is for advertisers to ensure that every cent of the advertising buck maximises available bang.

“Advertising spend cannot be wasted on 'mass' or 'non-targeted' marketing.

“Especially in today's economic climate, marketers must ensure that their brand's target market is clearly and realistically defined and then reach this market precisely, eliminating wastage,” Renouprez continues.

Ensuring a successful direct-to-home marketing campaign means leaving enough room in the budget to ensure continuity as you cannot achieve brand salience without frequency and continuity.

“Today I might be in the market to buy a tumble drier and next week my neighbour may need one. The advertiser's message must therefore reach everyone within his or her target market, all of the time. That is why the correct, precise definition and identification of ‘target market' is so critical. If you do not know who your customers are, how will you locate them and remain top of mind for them?” Renouprez concludes.