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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Fifty-three per cent of UK companies currently use social media as a marketing tool, but half of these are being ad hoc in their approach, conceding they don’t have a social media strategy at all.
So says a new report, ‘Channel Vision,’ put together by UK-based design, print and marketing specialists, Catalogues 4 Business. The company [...]

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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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Heavyweight speakers at annual UK DMA Data Conference focus on European data legislation changes.
 
Telemarketing is ‘bound by figures, driven by data’, according to the CEO of Aquira, Mark Walton.  
Speaking at the UK DMA’s annual Data Conference in London, Walton tackled new data privacy legislation and questioned whether this will finally kill off the often [...]

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Swiss Post International has opened an office in Oslo, to enable non-Norwegian distance sellers to sell directly to consumers in Norway without the costly customs fees that have so far affected goods entering the country. 
Until now, Norwegian customs clearance costs have made goods so expensive that Norway was hardly interesting as an import country for [...]

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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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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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As we move further into the Chinese Year of the Dragon, Jeff Kim (pictured) says companies should look to target China. Here, he shows how and where to start.
It is a truth universally acknowledged that an organisation in pursuit of good fortune should look east, as well as forward. 
Already the world’s second-largest economy, China is expected [...]

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If you are not already using social media to promote your business services and products, Sean McPheat (pictured) has tips on how to arm yourself for this e-selling revolution.
Over the past few years, social media have taken over the sales and marketing arena in a big way. The days of the mighty ‘cold call’ are [...]

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The Catholic Church has been on a mission across the US: to put those who have strayed off their religious path back on track and revert them back to the faith.
‘Catholics Come Home’ is a national, high-profile ‘evangelisation initiative’ by the Catholic Church US, which aims to ‘sell’ itself back to its lapsed followers. It [...]

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