Latest content from Marketing Magazine http://www.marketingmag.com.au/ en-us Editor | Scotland http://www.marketingmag.com.au/one_2_one/view/555/ In the August '08 issue of Marketing magazine, Andy Pontin, CEO of Clemenger Proximity, argues that Australia Post's recent print campaign 'Open Up To Mail' spends too much time apologising for the industry and not enough time encouraging. To read Andy's article from the August issue, click the icon below: In ...]]> Fri, 15 Aug 2008 22:00:04 GMT Eliot Harper http://www.marketingmag.com.au/one_2_one/view/530/ As I write this entry, I'm travelling at 831kph at 12,002m above sea level, balancing my oversized laptop on my legs while trapped between two armrests that obviously weren't designed to let people use computers on planes. OK, its a Virgin Blue flight, so I guess I really shouldn't be surprised. But what did surprise ...]]> Tue, 05 Aug 2008 21:45:35 GMT Eliot Harper http://www.marketingmag.com.au/one_2_one/view/466/ Business cards are an annoyance to many of us. We feel under obligation to take these little cards in exchange for ours. But we don't know what to do with them. They collect themselves into little untidy piles on the corner of our desks that are eventually filed or thrown away. Many of us regard business cards ...]]> Tue, 08 Jul 2008 18:19:54 GMT Eliot Harper http://www.marketingmag.com.au/one_2_one/view/450/ I picked up a story in the SMH recently that reported how Sydney Uni had failed to make the grade with their latest DM campaign. The mail piece targeted alumni with realistic transcripts of academic records marked 'Fail'. The campaign also invited the unlucky graduates to a mock banquet of tap water, white bread ...]]> Wed, 02 Jul 2008 18:24:10 GMT Malcolm Treanor http://www.marketingmag.com.au/one_2_one/view/443/ It's official. I think I’m turning into a 55yr+ female. It's not just the grey hair - but last week I purchased a fruit bowl with matching fly screen and a tea bag squeezer from the Home Care catalogue. What's weird is I don't have a particular problem with fruit flies or tea bags. I just love catalogues. Always ...]]> Fri, 27 Jun 2008 20:36:00 GMT Eliot Harper http://www.marketingmag.com.au/one_2_one/view/409/ I love to collect direct mail, like a bizarre obsession. Over the years I've built up a personal collection of the good, bad and very ugly DM pieces worthy of a home in my office drawer. One of my prize pieces is exactly that; a prize letter. It wasn't sent to me but addressed to the previous occupant of our unit, ...]]> Fri, 13 Jun 2008 23:21:37 GMT Eliot Harper http://www.marketingmag.com.au/one_2_one/view/338/ While digital printing delivers the ability for every impression (or page) to be different, it also unlocks conventional boundaries and enables other digital technologies to be integrated with print. If you can put it on paper, then you can print it, digitally. Take mashups, for example. While the term usually refers ...]]> Fri, 16 May 2008 20:14:23 GMT Malcolm Treanor http://www.marketingmag.com.au/one_2_one/view/253/ I came home tonight to find my three year old drumming furiously to Coldplay’s 'Fix You'. “Who gave you the drumsticks?” – “HONDA” came the reply; “Does he live in heaven?” A quick rummage through the mail revealed an oversized mail piece bearing silhouettes where drumsticks had once been. Like most males of the ...]]> Thu, 24 Apr 2008 14:45:26 GMT Eliot Harper http://www.marketingmag.com.au/one_2_one/view/252/ Welcome to Very Able; a blog that’s focused on applications, innovation and information related to variable-data printing in direct marketing. For those of you who don’t know me, I have a healthy interest in variable-data publishing (VDP). In my copious free time I spend far too much time exploring the wonderful ...]]> Thu, 24 Apr 2008 14:30:11 GMT Brian Fine http://www.marketingmag.com.au/one_2_one/view/219/ Not enough understanding exists of how and when market research can be used to minimise risk and optimise sales and profitability, contends Brian Fine. Here, he looks at some of the tools available to put you on the path to DM glory. Are your campaigns minimising wasted creative and reducing your cost of sales? Good ...]]> Sat, 22 Mar 2008 02:59:31 GMT Mike Chunter http://www.marketingmag.com.au/one_2_one/view/217/ DM is often overlooked in the context of channel planning. But, as Mike Chunter points out, it’s not above or below the line that really matters, it’s the bottom line. So why is a pointy-headed, number crunching ‘direct guy’ talking about channel planning in the one-to-one section of Marketing? Well, the first ...]]> Sat, 22 Mar 2008 02:52:22 GMT Jacqueline Burns http://www.marketingmag.com.au/one_2_one/view/216/ Jacqueline Burns explores why the new breed of CRM solutions is finding favour with marketers. Customer Relationship Management is back. Though CRM had not disappeared per se, until recently it had diminished in priority and profile since the turn of the millennium. The initial hype did not live up to expectations ...]]> Sat, 22 Mar 2008 02:50:53 GMT Jason Jercinovic http://www.marketingmag.com.au/one_2_one/view/215/ It’s evident that as an increasing number of brands shift their marketing spend from traditional to digital methods of communication the allure of mobile marketing continues to grow. Interest in mobile marketing is driven by the fusion of pinpoint targeting ability and the very personal nature of wireless devices. ...]]> Sat, 22 Mar 2008 02:48:58 GMT Andy Pontin http://www.marketingmag.com.au/one_2_one/view/225/ Direct marketing is an important communication tool for marketers. Andy Pontin explores how marketing principles are guides for developing DM, not definitive rules that guarantee success. There I was, sat staring at my blank PC screen, wondering what to write for this column. So, like everyone nowadays, rather than ...]]> Sat, 22 Mar 2008 02:33:08 GMT Jane Hogan http://www.marketingmag.com.au/one_2_one/view/222/ A growing number of FMCG brands are discovering direct mail as a way to cut through the media clutter, writes Jane Hogan. While direct mail has seldom been used within the FMCG sector in the past, evidence shows that it can be an effective channel for FMCG brands, particularly in the current environment. More and ...]]> Sat, 22 Mar 2008 02:28:20 GMT Tessa Court http://www.marketingmag.com.au/one_2_one/view/221/ It’s easy to get bogged down in data in the current climate of accountability. But there’s no point biting off more than you can chew, says Tessa Court. In today’s increasingly data-driven world, insights and information on your own business, competition and customers are everywhere; with marketing departments rapidly ...]]> Sat, 22 Mar 2008 02:27:20 GMT Steve Herzberg http://www.marketingmag.com.au/one_2_one/view/200/ Most of the sales staff I have worked with could use the telephone more effectively. I guarantee you there are hundreds of prospects in your territory who may never have heard from you and could quite easily have a need for your product or service. Alternatively they may have heard from you or your company a long ...]]> Sat, 22 Mar 2008 02:12:26 GMT Alistair Wright http://www.marketingmag.com.au/one_2_one/view/199/ SMS has finally found itself a firm foothold in the mobile marketing landscape, but are consumers ready for what’s beyond? At the IAB Engage conference in London last year, global Yahoo! chief Terry Semel forecast that by 2010 most people accessing the internet will not use a PC but a mobile phone. A bold prediction? ...]]> Sat, 22 Mar 2008 02:08:45 GMT Paula O’Connell http://www.marketingmag.com.au/one_2_one/view/178/ Firing off a barrage of misguided emails is simply a waste of your marketing resources, says Paula O’Connell. As all email marketers understand, deliverability continues to be one of the biggest challenges faced today. That being said, it is also the one area where marketers are still in control. Email deliverability ...]]> Sat, 22 Mar 2008 01:20:05 GMT Norrelle Goldring http://www.marketingmag.com.au/one_2_one/view/142/ Planning your marketing strategy for Christmas? Just because it’s the silly season it doesn’t necessarily mean you have to go silly with your in-store promotions, writes Norrelle Goldring. Ah, Christmas promotions. So much fanfare, so much cardboard, so much waste. It’s the marketer’s Catch-22 – damned if you do, ...]]> Sat, 22 Mar 2008 00:04:18 GMT