I am always intrigued by the dilemma between standardisation and bespoke customisation in product delivery. As marketers, we like each customer to feel that they are the only person in the world that we are talking to at any one time – the emails that start ‘Dear John’, or the promotional offers that lift transactional data to try to pretend that you know their shopping habits better than they do. Naturally, our finance people want us to do the opposite – to mass produce a solution, and ‘cookie cut’ it as many times as possible to keep the cost down.
Overseas cold-callers Which? magazine is running a major campaign against nuisance calls and texts and I agree with Michael Barnett that cutting off overseas calls is not easy (mwlinks.co.uk/spamtextscalls). However, if international companies call on behalf of a UK business then they are still under the jurisdiction of the Information Commissioner’s Office (ICO) jurisdiction. Overseas […]