Data collection and customer engagement is being touted as the “prize asset that marketers are chasing” from promotions on Facebook (MWlinks.co.uk/ FacebookComps) but our 25 years of experience of promotions and competitions teaches us there is often a major difference in reality.
We gather hundreds of thousands of names, personal information and contact details each year on behalf of customers as part of the fulfillment process for fixed-fee promotions yet less than 5% of clients ask for the databases let alone use them. What’s shocking is that it’s these very companies that are spending vast sums elsewhere on acquiring addresses and data to build better customer relationships and loyalty.
Unless marketers are going to make good use of the data they have at their fingertips then there is little to no point acquiring the data in the first place.
Philip Penlington, director