Nick Martin puts the brakes on customer management ‘trucks’ in favour of sleeker, more specialised vehicles.
Apple CEO Steve Jobs recently made a comparison between PCs and trucks, vehicles that once dominated the car market in the US, but which got killed by smaller cars as the US consumer got real.
In an article in the Wall Street Journal, [...]

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Nick Martin discovers email marketing is poised for strong growth this year, at the further expense of traditional offline channels.
In FEDMA’s first European Email Marketing Benchmark report, published in April 2010, 19 per cent of the respondent Email Service Provider (ESP) base expected their clients to increase volume of email marketing between a quarter and [...]

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Nick Martin discusses the UK Electoral Roll and how changes to it will affect marketers. 
My eldest daughter attained the age of majority last month and duly received an application to be included in the register of electors.
I clearly need to learn to let her stand on her own two feet, but I sat down with [...]

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 Nick Martin explores the impact of new legislation on direct marketers across Europe.  
The importance of citizen trust cannot be overstated. 
As marketers with more and more personal information at our fingertips, it’s essential for citizens to respect us as worthy custodians of that knowledge. So, it’s in our own best interests to act responsibly and [...]

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It’s all about balance, says Nick Martin.
It’s every marketer’s dream to know everything about the consumer and their prospects so they can improve brand loyalty and generate sales by understanding exactly what the customer wants and when they want it.
But how can marketers know, from the consumer’s perspective, when they have gone too far [...]

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. . . long live acquisition, says Nick Martin.
Marketers need to wake up to the fact that the world of direct marketing is under threat. Now, leaflets through letterboxes and even email targeting have limited effect on customer acquisition, as belts are tightened.
With consumers reluctant to respond to direct messaging, has the marketing [...]

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Nick Martin says data insight is key to ‘convergence marketing’ and is now back in fashion for marketers.
There is an urgent need for marketers to make sense of the behavioural information they are gathering online, so they can see what is significant as opposed to what is just background noise. It’s becoming more pressing than [...]

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Columnist Nick Martin says that, even in a downturn, companies still need customers and people still need products and services. The key to success is understanding who can afford what.
The recession is creating new retail consumer dynamics that change the game for marketers. However, looking at the campaigns out there at the moment, it seems [...]

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After advising the UK Information Commissioner’s Office on how marketers will engage with the new Privacy Notices Code of Practice, Nick Martin airs his views on the future of privacy in DM and online.
There aren’t many people who’d admit that their approach to data privacy isn’t quite best practice. But nonetheless, with reasonably generous legislation [...]

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Nick Martin says bringing of…
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