Grasping the direct marketing advantage

This paper describes why financial services companies are uniquely placed to use direct marketing and how they need to overcome a number of issues in order to maximise its potential. It weighs up practical limitations such as the Data Protection Act and industry regulations as well as examining softer issues such as the drawbacks of a traditional financial services culture and the need to protect credibility through maintaining sufficient levels of customer confidentiality and trust. A discussion of practical recommendations and how they can be best implemented explores possible solutions to the challenges.