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Brokers are making some critical mistakes when it comes to marketing themselves and their business, Australian Direct Marketing Association Jodie Sangster has claimed.
Speaking to The Adviser, Ms Sangster said the key to a successful marketing campaign is personalisation.
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"Brokers tend to go out and try one message to the mass market. But while this may have worked in the past, it is no longer appropriate," Ms Sangster said.
"Today, you really have to look at who you want to target and then think about the kind of messages that would work for this market segment."
Ms Sangster said it is important to send different messages to different people and then follow those messages up with other forms of communication whether that be by email, phone, letter or text.
