Performance-based marketing ‘reliant on business data’

Performance-based marketing initiatives rely on the business data used on them for success, it is believed.

According to marketing and membership manager at the Federation of European Direct and Interactive Marketing (Fedma) Jorgen Nygaard Andreassen, business data is vital to how successful a campaign will prove to be, depending on the mixture of communications.

Those that have the better data will see improved results, Mr Andreassen claims, while the quality of the data could influence the success of a marketing campaign by as much as 80 per cent, “depending on the product or service which is being marketed”.

His comments come after the Vertical Search (B2B) Report 2009 from Econsultancy published in January asserted that advertisers will heavily look into performance-based forms of marketing this year.

Research from the report showed that 67 per cent of respondents said that the need to look for information at speed is the major pro of vertical search engines, from the standpoint of business users.