US marketing guru Philip Kotler once said that "marketing takes a day to learn. Unfortunately it takes a lifetime to master."

Kotler may have been right, but he probably said that at a time when people had not yet grasped the impact of the information highway. The Internet has given rise to a new marketing universe - that of online marketing - and we're suddenly intrigued by buzz words like viral marketing and customer relations management and social networking - concepts that are supposed to be healthy for your business. Wouldn't you want your business to benefit from this new thinking?

You would, of course, but before you can even begin to strategize along those lines, you need tools like marketing lists.

But which marketing list do you choose so that it complements your marketing goals?

Take these "baby" steps in choosing the right marketing list:

1. Be clear about your marketing goals and your desired outcomes. Starting a marketing campaign without clearly defined objectives is like steering a ship in total darkness.

2. Who is your target audience? Are you going to market to a particular demographic? For instance, if your company sells real estate services, what types of customers should you target? Who will most likely buy your higher-end services? What salary bracket are they in? Do they subscribe to real estate magazines? Are they mostly young, upward, and mobile university graduates or retirees looking to invest?

3. Decide what specific marketing strategy you're going to use. Are you going to do a direct mail campaign or will you use email marketing? Is a telemarketing approach more appropriate for your type of business?

4. Once you've defined (1), (2), and (3) above, do your due diligence before you buy. Be careful about buying lists that were obtained through questionable methods. This means the marketing list you're considering must (a) target your audience, (b) contain only the names and addresses of people who provided that information willingly and (c) be comprehensive and regularly updated.

5. If available, read any reviews or testimonials from people who purchased the same list. Did they get above average response rates? Were the contact details accurate and valid?

Because of market segmentation, marketing lists have become specialized and more industry-focused. For example, if you're starting a store that will cater to ethnic communities in your geographical location, you can find marketing lists that cater to ethnic customers, sharing the same consumer preferences and buying patterns.

Request More Information