News and features

Mon, 19 Dec 2011

Technology skills open up new ways to grow business

Giving employees' skills to use web applications can enhance impact of marketing, specialist says.

Developing the technology skills of staff could help organisations to grow their business as mobile-internet, social-networking and video-sharing means there are now more ways than ever to reach consumers, a marketing expert has said.

Sally Hooton, editor of Direct Marketing International, said advances in technology means there are now "myriad ways" for businesses to contact potential customers.

However, she added, the key to effective engagement is targeting the right audience with the right method of communication. Companies therefore need to develop the skills of their employees so they know which marketing avenue to use - and when - in order to be "individual but not invasive", she added.

"Any way of receiving a warm welcome has to be considered by the modern marketer - via whatever channel," Ms Hooton commented.

According to the July 2008 Marketing Responsivity Index from DataTalk, more people agreed that they are increasingly likely to respond to direct marketing than disagreed.

The balance of the index had a positive score of 76 per cent - up 11 per cent on the previous month.

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