David Rattray

Don’t give up on prospective customers

David Rattray

Your direct marketing special report (MW 21 May) raised some interesting issues around the changing face of marketing during the recession, but failed to address the issue of exactly who brands should be trying to target. In the current market, the old adage that “it costs five times more to target a new customer than to retain an existing one” is more pertinent than ever. As a result many marketers are focusing their energies purely on retention.

Step up the game and we can prevent ‘marketing’s decline’

David Rattray

The Chartered Institute of Marketing’s white paper – “Marketing’s decline: a wild exaggeration?” (MW 21 May), refers to crucial points where our profession is failing to show its true worth. However, the pressing issue is not to bemoan our failings but to agree how we can start to improve things.

Global clout is not enough for a name change

David Rattray

Santander’s decision to replace three of the British high street’s most recognised banking brands may not be all plain sailing. Change is certainly needed, but while Abbey customers have had some time to get used to the Santander’s branding, the same is not true for A&L’s and Bradford & Bingley’s.

Data privacy issues

David Rattray

Michael Nutley’s article about targeted online marketing practices (MW 21 May) and the public’s concerns about privacy is a reminder that although we have access to insight, measurement and tracking techniques, in the wrong hands it can be disastrous.