Why automation dream can be nightmare
For most businesses – both B2C and B2B – marketing automation isn’t a question of “why” but “when”. The model…
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Direct mail embraces the digital age
Believe everything you read in the marketing press and you’d be forgiven for thinking that digital media have it all…
Learning from luxury brand marketing
It’s fair to say that customers have never been so demanding and expectations continue to rise rapidly. In the past…
The industry must get youth on side
The challenges facing the younger generation trying to break into the creative industry have been widely publicised. While a shift…
Spooner on…demise of ‘the suit’
As I write this irregular column for that incomparable genius loci of the marketing world, Charlie McKelvey, I am gazing…
Why creativity isn’t the only solution
With the growth of customer engagement channels, and in an increasingly competitive market, the pressure is on brands to deliver…
Is marketing direct marketing now?
Virtually since Lester Wunderman first coined the term “direct marketing” in the Sixties, many have viewed the discipline with a…
Why online giants are missing a trick
Media Native founder David Brennan recently claimed that many marketers have been “dazzled by digital” and it’s easy to see…
Rush to big data is so misguided
Ask most marketers what keeps them awake at night and you can guarantee that somewhere high on the list will…
2014: Time to tackle data backlash
To many people working in the marketing industry, 2013 was the year that customer data finally became king; even, dare…