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.
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 ...
In today’s increasingly data-driven world, insights and information on your own business, competition and customers are everywhere; with marketing departments rapidly employing analysts to make sense of it all. Never before have marketing organisations been ...
A growing number of FMCG brands are discovering direct mail as a way to cut through the media clutter, writes Jane Hogan.
There I was, sat staring at my blank PC screen, wondering what to write for this column. So, like everyone nowadays, rather than have to think for myself I turned to Google. I searched ‘direct ...
Organisations have typically left email marketing to individual departments, often leading to inbox overload. But a new ‘best practice’ is emerging, with centralised email marketing the way of the future, writes Paula O’Connell.
Looking back Prose & Cons looks back on 2007 and can’t wait for 2008. The past year has been relatively uninspiring from a marketing perspective, with many brands promising but not delivering. At the time ...
Rural living does a lot for your blood pressure and your serenity, but not much for your image. I remember having this rammed home to me while a young freelancer at a ‘never-heard-of-them’ bottom-feeding DM ...
Are agencies dead? I’ve worked in a lot of agencies. Most of them don’t exist anymore. That probably says more about me than the agencies – I have the inverse Midas touch! I went into ...
We are all guilty of becoming myopically attuned to our industry, but when speaking directly to the consumer, the concepts and language must persuade rather than alienate. Douglas Nicol looks at this deceptively simple marketing ...
The automotive consumer demands value, aesthetics, timing, personalisation and a brand that that can satisfy for at least two years. Sam McConnell speaks with those in the slick business of automotive marketing.
Gold rush They may have an ordinary looking logo, but the recent news that the London Olympic Committee (London 2012) is well on the way to fulfilling its quota of sponsors is great news for ...
Selling an idea to your bored dad
