Mark Francis says the traditional channel has weathered the recession better than any other.
First published: DMI April/May 2010.
Some predicted the stigma of spam would be direct mail’s death knell. But, by forcing marketers out of their single-channel mindset, it’s proving a loyal ally in the fight for return on investment (ROI).
2009 was the year that marketing [...]

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Valentine’s Day has long passed, but we should still embrace the postman, says Philip Ricketts (pictured): because there’s gold not ‘junk’ in the mail!
FACT FILE:

Ninety-two per cent of direct mail is opened
21.9 million adults have taken action, prompted by direct mail
Of these, 14.2 million bought something
Direct mail delivers £27 billion to the UK economy
There are [...]

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First published, DMI, May 2005.
Guest author Nick Backhouse (pictured) looks at how agencies can deliver campaigns with global reach and local impact.
There is an old adage in retailing when thinking about national retail chains: ‘Retailers may think nationally, but their customers buy locally.’
Well, the same applies for global marketing in the business-to-business sector, but ten-fold plus. 
Taking a [...]

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David Cole (pictured) reveals the results of the newly-published Involve Millennium Report on age-related marketing.
The over-50s are the biggest market for luxury cars, expensive holidays and top-of-the-range cosmetics, yet too often marketers and brands overlook them and focus on younger targets.
Which is why Involve Millennium, acknowledged expert on marketing to the over-50s, commissioned fast.MAP to [...]

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Turbocharge your communications with an integrated marketing management solution, says Conny Lutz – marketing manager at Aprimo (pictured).
One size fits all. At least, that’s what marketers used to think – and even if they weren’t thinking it, they certainly practised it.
How often did the same letter go to every customer on the books without any [...]

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Neolane – a French marketing software provider – has been selected by the Flo Group, one of the leaders in France for commercial catering, to provide support for the new My Card customer loyalty program from Hippopotamus. Personalised communications will be multi-channel – via mail, email, mobile and for the first time through sales receipts.
Hippopotamus [...]

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David Howlett brings insight into the emotional factors governing consumer choice.
First published: DMI March 2010.
If market research is really effective, why do about 90 per cent of new products fail? Relaunches of existing long-established brands often run into problems, too. Are current market research methods as good as they could be?
New products are launched that [...]

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Marc Munier says the email marketing announcement is dead; its time to listen as well as tell.
First published: DMI March 2010.
We speak to our customers through a number of mediums – over the telephone, on the web and through email. These are all effective communication channels, but are we simply telling our clients what we [...]

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John McWilliams shows how, with care, B2B marketing on a multi-national scale can be successfully achieved.
First published: DMI April/May 2010
There’s a misconception that any marketing material directed towards a business audience has to be dressed up in a sober suit.
The fact is, nobody was ever bored into doing something!
You have to stimulate and motivate your [...]

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All that is deemed ‘Great’ about Britain is being put on display across 17 key cities around the world – including Los Angeles, Tokyo, Beijing and Sydney. The country is also being promoted at events, such as a show in Rio in which images of Britain will be beamed onto Sugarloaf Mountain.
The ‘GREAT’ campaign is [...]

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