It’s the time of year for predictions and wrap ups, promises and plans, hopes and new beginnings. Here are 5 business areas that I think direct marketers need to remain focused on in 2015, to help improve their marketing results and their organization’s bottom line.

1. Lead generation. Advertisers continue to request more detailed demographics about their leads. These leads are lucrative, IF marketing companies have the information being demanded—employee size, sales volume, titles, business types, etc.
2. Aging files. The opposite of what is needed above, many firms have older, outdated names on their systems. Trying to re-engage these people can be less expensive than continually acquiring new names. Do you have a re-engagement strategy designed?
3. Data Integration. Many organizations still have data housed in multiple silos. Combining this information can help improve response rates, increase knowledge about your customers, and allow you to really see the aging on your database.
4. Overloaded email inboxes. To improve response rates, market smarter! Test, measure, test again. Try smaller, more focused efforts to targeted segments.
5. Responsive design. The move to mobile platforms will continue to increase in 2015. Are your websites and response forms easily viewed on tablets, iPhones, Android products, as well as laptops?

I think that focusing on each item will impact the others on this list in a positive way.

Have any other suggestions to add to my list? Feel free to comment below.

Happy New Year! I wish you success, positive growth, and movement in your career—forward, sideways, or stepping into a new role, whichever you choose.

The journey continues.

C