With reference to your article “Bank websites need stronger connection” (MW 12 November), a common problem with many of the savings provider websites is their lack of personality and disconnect from customer aspirations. While this may not be so with TV and offline advertising, many banks fail to carry this through to their websites. These focus on deals and rates, which can make for a very cold-feeling homepage.
Findings published in your article about direct marketing (MW19 November) will be welcomed by the direct marketing community. But to engage consumers and gain strong ongoing ROI, marketers need to use accurate customer data and insight to underpin campaigns. Research we conducted in January found that only 45% of UK firms have a documented data quality strategy, suggesting that many marketers are still having to fight to get data quality taken seriously by the business.