Pestering consumers with unwanted ads on their smartphones and tablets will alienate, not endear, potential customers.
Revealing the latest thinking behind inbound marketing, Morag Cuddeford-Jones examines how best to maximise customer contact to promote satisfaction and business returns.
There are more than 200 voucher code websites in the UK for brands to use. But careful targeting and a considered strategy are needed to get the most from them.
Niche insurer Hiscox may have business roots going back 100 years, but Michael Barnett discovers much of its marketing activity revolves around raising brand awareness.
Brands may increase their redemption rates by shifting promotional activity online, but they would be unwise to ditch traditional channels.
DM gets good results for business brands yet few are maximising its potential by applying measurement strategies. Lucy Handley looks at how to get the most from your campaigns
Bringing all your data together in a single customer view or single marketing view is a Herculean task for many organisations. Do those who have begun the process believe they are about to reap the rewards for their efforts? Morag Cuddeford-Jones reports.
Approaching the children’s market can be a minefield, but investing time and funds to get your message across can pay off handsomely.
As the lines between marketing and service blur, brands must use both behavioural and volunteered data to deliver communications that meet consumer demands.
The challenges facing the direct marketing industry range from what to name the sector to the impact of social media. Five specialists discuss the hot issues
Direct marketers are using technology such as analytics software and volunteered personal information to deliver messages that raise levels of engagement.
As direct mail’s star continues to rise among the public, six DM specialists answer questions posed by Marketing Week about the sector’s burning issues. By Ruth Mortimer
Direct mail is associated mainly with letterboxes, but the latest incarnation of the discipline sees brands driving consumers straight from the doormat to the computer keyboard. By Jo Roberts
Being first past the post is the only way to be assured of success, and in the highly competitive business mail sector, UK Mail is using the latest digital technology to gain a competitive advantage. By Joe Fernandez
Used properly, direct mail can become the backbone of a valuable marketing mix. By Maeve Hosea
As companies use internet-based technologies to make their call centre operations more efficient, they need to remember that getting customer contact right is a vital part of improving brand perception.
Brands that use email to engage with consumers who have given your marketing team permission to communicate with them will gain more than companies that send out unsolicited spam.