Writing is on the wall for cold calling

Congratulations on the best article on telemarketing this year “Hanging on the telephone” (MW Factfile August 13).

The days of cold tele-selling to consumers are numbered. With 75 per cent of consumers in your survey being keen to opt out of receiving cold calls, political regulation in this area is inevitable.

Yet it is the old story of direct marketing.

True direct marketers want to forever find ways to seek out those who are interested and avoid wasting money on those who are not.

This means using all the marketing techniques available, including traditional advertising and point-of-sale, to get consumers to invite further contact by telephone or mail.

Telephone cold callers and mass-mailers misunderstand the principles and opportunities of highly targeted direct marketing, and are in danger of messing it up for the rest of us.

So we see the future of telemarketing to consumers as being in-bound response, customer surveys and research, and cross-selling.

We believe that only in business-to-business relations will cold calling (appointment setting mainly) have a long-term role.

It is hard to see how you could stop this without undermining the whole way businesses work.

This thinking has led us to build a telemarketing function dedicated to consumer research, in-bound response, data enhancement and business appointment setting.

I wonder if others will be re-drawing their business plans in this area.

James Davies

Research and planning director

FFwd Precision Marketing



Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here