With the world changing direct marketers are looking for fresh and innovative ways to communicate with their prospective markets. The question is it best for companies to choose the transactional based data base or search for the more specialised marketing list.
Each option has there own advantages and disadvantages. Transactional information can be unreliable, because a consumer purchased a holiday in Tunisia in 2007 doesnÃ¢ÂÂt mean they will want to do it in 2012! Specialist lists can be the Holy Grail for some industry sectors but as more and more consumers become internet savvy the easier it gets to collate such lists.
We recently acquired sole resale rights for www.renttobuyguide.co.uk and www.singingpig.co.uk. Such niche databases wouldnÃ¢ÂÂt have been possible to create 10 years ago but as we now move to a world where its easier to talk to people on the internet than it is in Ã¢ÂÂreal lifeÃ¢ÂÂ. We find smaller niche market websites can flourish and attract a good amount of subscribers.
Whilst transactional data can look like the ideal way to target prospects that are more likely to be interested in a particular product or service it has many pitfalls from over exposure to unreliable buying trends. Our advice is never give up the search for your specialised list, any database provider worth it’s salt will work tirelessly to create the database it needs to get its clients results.