Technology has the real answer

Having to comply with the most recent legislation, avoid spamming, manage internal resources and produce successful marketing campaigns is becoming increasingly challenging for marketers.

François Lavaste’s piece on SMS targeting (e-volve August 29) highlighted the need for technological solutions to prevent spammers, but there’s also a strong case for marketing technology that prevents things getting to that stage.

There will always be unscrupulous marketers, but Lavaste’s “ideal world” of careful targeting and accurate customer profiling, while complying with legislation, need not be a huge headache. The latest developments in marketing technology help plan, manage, execute and analyse focused campaigns for maximum returns. The technology can also ensure compliance with data protection laws, for instance by preventing organisations sending communications to customers that haven’t opted to receive it.

Companies are keen to use the latest technologies, such as SMS, to sell their wares, so surely using the latest technologies to make sure their investment brings most returns is only logical.

Curt Bloom

Managing director

EMEA Unica Corporation

High Wycombe, Bucks

E-mail address for letters: mw.editorial@centaur.co.uk

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