DMC is right that marketing data needs reform
Michael BarnettLead generation and the sale of data lists are a murky area that needs clearing up quickly. The alternative is a terminal loss of trust in direct marketing.
Direct Marketing
Voter apathy is challenge enough without bad DM
Russell ParsonsThere are a seemingly never ending supply of studies that tell us the British public is more phlegmatic than at any point in history about politics, politicians and the party political back and forth in parliament and the media.
The world’s biggest advertisers are turning to DM in all but name
Russell ParsonsMondelez has become the latest global marketing behemoth to pin its hopes on the silver bullet that is digital communications.
‘Privacy concerns harming online advertising’
Russell ParsonsAn overwhelming majority of consumers are less likely to click on online ads because of privacy concerns, according to a report.
Every day should be data protection day
Russell ParsonsData protection day is not a day that will resonate as much as other celebratory days or public holidays. Its purpose – to raise awareness of data privacy among consumers, lawmakers and companies – should, however, be of concern every single day.
Yesmail white paper: using email behavioural data to engage and reactivate your customers
Andrea HarperThis paper addresses why activation programmes are important and how a marketer should approach developing them.
Marketers are in the business of selling things, so meeting a quota of ‘open rates’ is not sufficient
David CoveneyWhile I regularly have a gut feeling on things, I try to resist acting on that feeling and instead, if I have the luxury of time, test my hypothesis first. So I decided to put my critical opinions about the methods of some email marketers to the test.
How to switch on to the TV shoppers
Lou CooperTV shopping’s role as an educator and its ability to drum up an urgency to buy means it can be a rewarding channel for brands.
Select Committee chooses its telemarketing targets correctly
Russell ParsonsThe Advertising Association’s chief executive Tim Lefroy recently told Marketing Week that the advertising industry has to be on its guard over the next 18 months against politicians looking for easy targets in exchange for votes.
What does 2014 have in store for direct marketing?
Russell ParsonsThe end of every year gives cause to look back but also to peer into a crystal ball in the hope of a glimpse of the future. Ladies and gentleman, the direct marketing year ahead.
2014 marketing regulation dates for the diary
Lara O'ReillyUncertainty has become a default January position for marketers. Ever since the collapse of Lehman Brothers in 2008, where the economic wind is blowing and the answer’s impact on brands has vexed most in the industry.
Royal Mail readies first TV ad in six years
Lara O'ReillyThe Royal Mail is to launch its first major TV campaign in six years just weeks after the postal service was privatised by the Government as it gears up for the busy festive parcel delivery season.
John Lewis’ DM will deliver as much as its TV ad
Russell ParsonsFor marketers, early November is the festive season. It is when the Christmas television brand campaigns are unveiled to the world.
Brands need to think more creatively or unaddressed mail will always be junk
Russell ParsonsUnaddressed direct mail has considerable odds against it. In some quarters, it has been described along the lines of “wasteful junk that should be confined to the marketing annals”.
Royal Mail cites DM activity by energy companies for ‘good’ second-half start
Josie AllchinRoyal Mail says the flurry of marketing activity by energy companies to communicate and mitigate the impact of price rises has helped lift revenue at the start of the second half of its financial year.