All customer interaction should be treated as DM

Mon, 21 May 2012 | By Russell Parsons

How many times have you received a letter or called a contact centre and had an experience that fell short of the way a brand…

DM can take BrewDog to next stage

Mon, 14 May 2012 | By Russell Parsons

The most creative minds in marketing could not have developed activity so potentially effective as that feisty independent drink…

Direct Mail helps win elections

Mon, 30 Apr 2012 | By Russell Parsons

Ever since Barack Obama was savvy enough to employ the then nascent Facebook in his victorious 2008 presidential race…

DM has changed, Bellwether needs to change with it

Mon, 23 Apr 2012 | By Russell Parsons

Reports that narrowly define DM do it a disservice and do not reflect the changing nature of the channel.

Increased competition needed to kick-start DM

Mon, 16 Apr 2012 | By Russell Parsons

The direct mail industry has not been blessed with the best of news of late. Advertising Association…

The case for marketing needs to be clearer

Mon, 2 Apr 2012 | By Russell Parsons

Marketing has taken quite a kicking in recent weeks. From being highlighted as a contributing factor to the country being brought…

Overload puts email at risk

Mon, 26 Mar 2012 | By Russell Parsons

Electronic direct mail has time, technology and trends on its side so why is it that consumers are increasingly rejecting the channel?

Is it time to rebrand direct marketing?

Mon, 19 Mar 2012 | By Russell Parsons

A debate has been raging on marketingweek.co.uk that questions the very nature of what you all do for a living.

Education will protect consumers as well as the law

Mon, 12 Mar 2012 | By Russell Parsons

As much as there are very real needs to protect consumers from the…

It pays to see the world through a marketer's eyes

Mon, 5 Mar 2012 | By Russell Parsons

‘Marketers are feeling considerably more chipper about their lot at this point in time than they have been…’

Royal Mail needs to vary DM message

Mon, 27 Feb 2012 | By Russell Parsons

A joint effort between all interested parties promoting the many benefits of direct mail is required.

The Secret Marketer on poorly targeted emails

23 February 2012

If those trying to sell me customer data don’t target me properly (or worse, lie), why would I opt for them?

Not all marketing is direct marketing

Mon, 20 Feb 2012 | By Russell Parsons

The past week saw the latest battle in what is proving to be the most attritional of wars. The two tribes? Those that…

Don’t make your DM hard work for customers

Mon, 13 Feb 2012 | By Branwell Johnson

Consumers or potential clients are likely targeted by umpteen marketing messages and presented with a plethora of choices…

DM shouldn’t focus on the short-term

Mon, 6 Feb 2012 | By Russell Parsons

Lofty proclamations that the future of all marketing is direct regardless of the medium aside, the key takeaway from a recent…

Spam texts risk fuelling anti-DM fire

Mon, 30 Jan 2012 | By Russell Parsons

At the risk of outing myself as a sad individual with modest interaction with the outside world, the receipt of a text message always…

Don’t let price arrest DM’s progress

Mon, 23 Jan 2012 | By Russell Parsons

Make DM relevant and data laws won’t matter

Tue, 17 Jan 2012 | By Michael Barnett

This week I am going to take an unusual step and disagree with our esteemed news editor, Russell Parsons, who argues that direct marketing (DM) needs protection from impending data legislation.