Debate Held Over Direct Marketing vs. Market Research at NYCS Strategy Meeting

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The debate of whether to focus on result-driven marketing or investigate consumer needs in the direct marketing industry boiled over during New York Client Solutions (NYCS) Marketing strategy workshops on Saturday March 8th in Manhattan.

New York Client Solutions
The debate got quite heated but it came from the hunger to succeed which drives our force of freelancers.

The weekend saw two marketing freelancers go head-to-head during a segment of NYCS marketing strategy meeting. “The debate got quite heated but it came from the hunger to succeed which drives our force of freelancers – I am pleased to see that we have strong, confident and passionate individuals representing our clients’ brands,” says Colin Moore, managing director of NYCS.

Market research is concerned with gathering information about target markets and customers, in order to make more informed marketing decisions. The case for data-driven marketing was laid out at the NYCS debate using the findings of a BlueKai survey from July 2013, which reported that 91% of marketers feel that data is of primary importance in order to segment and target their marketing campaigns. 36% of marketing executives surveyed were allocating at least 20% of their budget to data-driven marketing strategies. Most significantly, 78% of survey respondents reported that the use of data in marketing strategies had ‘positively impacted’ conversion rates and sales. “During the debate, we discussed the importance of using data in order to inform the marketing process. It allows the targeting of specific groups and demographics, and an understanding of consumer wants and needs which can be fed back to improve the existing product or service,” says Colin Moore, managing director of NYCS.

NYCS specialises in direct marketing and sales strategies on behalf of clients in the energy, non-profit, financial, and telecoms sectors. Brand representatives will promote the product or service to customers directly, either one-on-one or addressing small groups. “The counter-argument that was raised at the NYCS debate was that direct marketing removes the need for targeting specific customer groups, because the level of customer engagement and relationship building means that anyone can be converted into a customer, regardless of their demographic,” says Colin Moore, managing director of NYCS. “One of the benefits of our approach is that the customers we attract can come from any background or age group; this is something that we promote to our clients as it opens them up to a customer base that they may not have previously had access to.” The firm managed to address both points and have come to a conclusion on the topic.

“Although market research and data is not essential to succeed in direct sales, we agreed that information on consumer buying patterns and behaviour is still very important as part of the wider marketing strategy and for clients to improve and develop their products,” states Colin Moore, managing director of NYCS. “The good news is that at our marketing events, such forms of data collection are entirely possible, and we have already been reporting this information back to our clients as part of our broader marketing service.”

NYCS is based in Manhattan and provides outsourced marketing and sales services for national clients.


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Colin Moore
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