Green advertising is blazing through the business world, but the trend is not being used to its full potential in regard to contact data management. Direct Marketing News offered a glimpse on whether green goals are currently playing a role in the quality of contact data worldwide.
According to a global research survey to determine how companies feel about green marketing in terms of contact data quality, 92% of global organizations said their contact data management practices could be improved through more green advertising practices.
Respondents in Europe and Asia Pacific showed greater green interest than U.S. companies, with foreign organizations suggesting the increased use of email communications over direct mail, as well as updating contact lists to reduce costs and waste.
When it comes to the reasons for even maintaining contact data, the driving factors still relate to the bottom-line goals of generating revenue and maximizing efficiency. The concept that many companies overlook is that green advertising can actually facilitate those goals by streamlining operations to decrease the costs and waste of unnecessary mailings, while enabling companies to update the accuracy of contact data to enhance the return of ongoing contact.
When viewed through that perspective, the value of green advertising increases exponentially and demonstrates a potential world of savings.
Read more at dmnews.com
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Written by Michael Del Gigante