How segmentation improves ROI
Segmentation is part of the language and fabric of marketing strategy and a fundamental platform for effective planning and campaign…
Views
Is there still a market for list-rental?
The emergence of social media, smartphones and tablets has redefined the marketing industry, but where does this leave the list-rental…
Are advertising laws stifling creativity?
Back in 1962 the Advertising Standards Authority was founded to ensure that ‘advertisements were welcomed and trusted by consumers’. This…
Omnicom foxes gorging on Rapp hens?
This month’s irregular column may give the editor’s lawyers a few headaches. You see, I have had an encouraging week…
Digital sounds death knell for ‘consumers’
Our recent research into the use of social media during this summer’s civil unrest shows the medium is revolutionising breaking…
Folly of marketers jumping the queue
Marketing is, like other shared services within a typical organisation, facing the realisation that everyone thinks their project requests are…
Time to press the button on SMS spam
For a medium which was literally stumbled upon by accident – the idea was hatched because of spare capacity on…
Are marketers reluctant to go on the pull?
We’ve all read countless columns identifying – and usually bemoaning – the shift from push to pull marketing. Yet few…
How to win over the chief executive
According to a recent survey, 73% of chief executives believe marketing professionals lack credibility at the board table because of…
Triple boost for direct techniques
Three recent stories highlight the growth and power of direct mail, particularly when used as part of a wider multi-channel…