Marketing needs target practice

John Shannon’s opinion (“Say it loud and keep it simple” MW October 5) made interesting reading. According to him, the time has come for us marketers to revert to a caveman’s approach to consumer communications if we are to maximise any sort of message penetration.

While I agree that there are several challenges we face, such as media and audience fragmentation and time fatigue – to name just a couple – make no mistake, it will be precision targeting and relevance that cracks the communication code.

For example, the Saverfone offering combines the power of wireless technology with the clout of data-gathering capability to offer consumers a highly targeted service whereby they can locate high-street retail promotions to the nearest 500 metres. Consumers get what they want and the retailers have gained footfall and shifted inventory, and so the key objectives of communications are successfully achieved.

Yes, the age-old poster catches the eye (perhaps it is truer to say that they overwhelm the eye), but it is high time we realised that the winning formula safely remains in the partnership of modern technology combined with data processing excellence.

Finally, mass-market blanket awareness always runs the risk of resulting in “blanket annoyance” or worse still, ambivalence. And this will never yield the profitable conversion rates we all seek from the bottom line.

Andrew Hughes

Vice-president

Saverfone

London W1

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here