Technology in marketing 'a good thing'

The Chartered Institute of Marketing (CIM) has commented upon the benefits of technology for marketing professionals in small to medium-sized enterprises (SMEs).

According to David Thorp, a representative from CIM, an organisation specialising in business development and marketing, SMEs can have a lead over larger organisations when using technology to decide upon target audiences for a particular media campaign.

"Simplicity can be just as effective as creativity – the trick is to tailor the direct marketing to the needs and wants of the customer," said Mr Thorp.

"It doesn't matter how creative the campaign is if the customer isn't interested by the offering."

Moreover, while Mr Thorp advises that creativity should not eclipse the actual message, he recommends making use of novel techniques, such writing addresses by hand and using real stamps, as a way to ensure marketing material is actually read.