Tactics
Engaging audiences with advertising etiquette
Pestering consumers with unwanted ads on their smartphones and tablets will alienate, not endear, potential customers.
Better outcomes from inbound marketing
Revealing the latest thinking behind inbound marketing, Morag Cuddeford-Jones examines how best to maximise customer contact to promote satisfaction and business returns.
Netting maximum brand value from voucher sites
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.
Bedrock of trust provides foundation for brand building
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.
Mixing the old and new creates a potent promotional cocktail
Brands may increase their redemption rates by shifting promotional activity online, but they would be unwise to ditch traditional channels.
Get down to business with use of insight
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
Driving value from the single customer view
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.
Brand loyalty starts from a very early age
Approaching the children’s market can be a minefield, but investing time and funds to get your message across can pay off handsomely.
Intelligent use of data earns consumer trust
As the lines between marketing and service blur, brands must use both behavioural and volunteered data to deliver communications that meet consumer demands.
Name of the game remains response rate
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
Personal touch points to a positive response
Direct marketers are using technology such as analytics software and volunteered personal information to deliver messages that raise levels of engagement.
Step forward and select the right direction
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
Deliver results from letterbox to inbox
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
Delivering on a postal promise
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
Worth its weight in gold
Used properly, direct mail can become the backbone of a valuable marketing mix. By Maeve Hosea
Satisfaction is meeting great expectations
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.
Personal touch sends out the right message
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.