Using the customer database to drive communications has been a winning strategy during the recession, but only for 37 per cent of companies. A further 27 per cent say that they have become more reliant on database marketing during the downturn, according to a survey among 500 marketing decision makers carried out by GI Insight.
By Robert Keitch, chief of membership and brand, Direct Marketing Association
I’ve never forgotten the powerful mantra, “Never sell to a stranger”, emblazoned on the front of a bright red brochure from Ogilvy Direct in the mid-1980’s as I started my career in data marketing.
A global consultancy has created an email-driven community of C-level executives active in 32 markets. Accenture has appointed CreatorMail to deliver its marketing messages to 750 senior decision makers around the world.
A central database containing customer data across 19 household name brands is to be created. Kerry Foods has appointed Tullo Marshall Warren to build the resource for campaign deployment and customer services as part of an integrated digital and CRM strategy. The data asset and marketing activity will cover sausage brands like Wall’s, Richmond and Porkinson’s through to new brands like Low Low and Mumbai Spice.
First the good new – 95 per cent of consumers say they are interested in receiving communications from companies they know. Now the bad news – 77 per cent say they always opt out from communications from companies they do not know.
Do young people go down the pub for a swift 50 per cent? Or talk about how Cheryl Cole used to be 25 per cent of Girls Aloud? That is one inference from a test due to be carried out by Racing for Change.
With nearly one in two voters choosing to withhold their name from use by marketers, a major data owner has warned that they could experience reduced service levels as a result. The warning comes in relation to the edited electoral register which makes the names and addresses of voters who have not opted out available […]
Largely since 9/11, anti-money laundering and counter-terrorism regulations have required financial institutions to monitor what we do with our money, notifying the authorities of suspicious activity. From 2009, the same became true of our own movements, with the introduction of the e-Borders system. My concern is that these government initiatives are drawing on private consumer […]
World Cup hosts South Africa could be facing a “perfect storm” of cybercrime as the country prepares for the event by improving its Internet infrastructure. A major upgrade to broadband capacity, including two new undersea fibre optic cables, should increase availability two-fold.
BA cabin crew, despite an overwhelming 9:1 vote in favour of going on strike, were prevented from doing so last year as a result of an injunction. The basis for halting their walk out? In essence, data quality. In a court action in 2008 that went largely un-noticed – except by the kind of lawyers […]
A new service that appends verified, opted-in email addresses to customer data has been launched. Email appending from CCR data involves a 20 million email address database held by the company that is then matched to a client’s existing customer file. Match rates of up to 10 per cent are typically achieved.
Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
Award-winning columnist Edwards will be writing a monthly column for Marketing Week, as well as speaking at the Festival of Marketing in October.
BT and EE are scraping separate marketing chief roles in favour of one position that will report into BT Consumer CEO Marc Allera as they look to “make the most of both the brands”.
We arm you with all the numbers you need for the coming week including how much money brands are wasting on influencer marketing campaigns and how number of older people who are shopping online.
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