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A company’s biggest obstacle is the fierce competition constantly developing in the marketplace around them. In the past, to combat competition, our clients have initiated aggressive sales campaigns including concentrated telemarketing and direct mail programs. Unfortunately, these traditional strategies failed to produce the desired results. Companies examined why telemarketing and direct mail were ineffective ways of both acquiring leads and clients and this forced them to rethink their existing marketing strategies, and shift to focus on more innovative ways of acquisition and retention of their customer base.