I don’t share Russell Parsons’ views in his article, ‘Charity mailers should be wary of growth’. Charity marketers are among the most sophisticated and results-driven in the business. Motivated by effectiveness and efficiency, they invest more in mail because it works. A 2013 Institute of Fundraising Conference heard how The Salvation Army bettered already market-leading […]
Using thought leadership to boost brand reach is now a priority for B2B brands, says research, and social media, often regarded as a B2C tool, is perfect for the job.