Industry News
Posted on 17/12/2007
Technology makes telemarketing more effective
Telemarketing can "still be very effective" if new technologies are used to help businesses target the right customers, the Chartered Institute of Marketing (CIM) said last week.
Old practices of cold-calling "a thousand people out of the phone book" are no longer necessary, as online databases allow businesses to directly target relevant consumers, the CIM added.
Technology has enabled telemarketing to become much more focused. The markets are segmented which enables marketers to concentrate on a particular area - consumers are called based on knowledge of spending habits.
"There's no good ringing people to ask if they want a conservatory, if they live in a block of flat [and] you wouldn't sell Horlix to teenagers, you'd concentrate on a particular market," commented Ray Jones, from the CIM.
Mr Jones also added that telemarketers must thoroughly research their target market in order to have the best possible chance for success.
© Adfero Ltd
Posted on 17/12/2007
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