Direct Response articles from December 2006

Direct Response archives from December 2006

Editorial: Digital needs offline.
December 14, 2006... Leafing through the pages of Direct Response this month, one might get the impression that digital media are well on their way to nudging out most of the old standbys. There are certainly a lot of stories this month that indicate the focus...

News Focus: Mover - Experian B2B chief departs.
December 14, 2006... Business-to-business veteran Richard Lloyd left Experian unexpectedly last month with little explanation from the company. The architect of the company's B2B marketing division six years ago was promoted to managing director of its business...

News Focus: Technology - Real-time data solution flags up opt-outs.(Blue Sheep and Gryphon Networks Corp. develops new contact-management platform )(Brief article)
December 14, 2006... Marketers using call centres and email can now more easily avoid opted-out consumers, thanks to a real-time solution developed by business-information specialist Blue Sheep and contact-solutions provider Gryphon Networks. The companies...

News Focus: Personal data - Report: 'incentives work'.
December 14, 2006... Nearly one-fifth of consumers are prepared to give marketers personal details if an incentive is offered - but most are more likely to provide such information online than through other channels, according to new research from Data Lateral. ...

News Focus: Customer contact - Happy guy ..
December 14, 2006... Ecourier has created the unusual position of 'head of happiness' in an effort to dispel the perception of the courier industry's poor customer relations. Newly appointed Steven Kemp initially applied for the position of head of customer...

News Focus: Enforcement - DM bodies bare their teeth.
December 14, 2006... At the end of a year in which the authorities have tightened the screws on direct marketing poor practice, the Direct Marketing Association (DMA) is baring its teeth, telling a third member that it is to be booted out. And the industry...

News Focus: Events Planner.(Calendar)
December 14, 2006... JANUARY 7 Data Workshop: Buying Your Data Venue: Thistle Charing Cross, London Contact: hannah.lang@ dma.org.uk 25 The Future of Search Engine Marketing Venue: TBC, London Contact: www.theidm.com FEBRUARY 6-7 Technology for...

News Focus: What's new - Launches.
December 14, 2006... THE DECEASED PREFERENCE SERVICE The Deceased Preference Service is launching a website that offers advice on how to protect against identity fraud of deceased friends and family. (deceasedidentityfraud.co.uk). It provides simple tips such...

News Focus: Self-promotion - Grad gets DM dream job in three easy stunts.(direct marketing)(David Rose)(Lawton )(Brief article)
December 14, 2006... An MA graduate has stormed his way into his 'dream' job at a marketing communications agency after mounting his own multimedia, direct campaign. David Rose targeted Southampton-based Lawton with a cheeky, in-your-face (self-) promotion...

News Focus: Graduates - IDM winners jet off to the US.
December 14, 2006... Two diploma graduates at the Institute of Direct Marketing (IDM) have been awarded trips to the US for gaining the highest marks in their categories. Vanessa Sanford, a media executive at Carat, came top in the Direct and Interactive...

News Focus: Diary of a doormat.
December 14, 2006... Thierry Saada is director of sector marketing at Royal Mail. Born in Nice, France, he moved to the UK in 1994 and lives with his wife and two-and-a-half-year-old daughter in south-west London. Although he enjoys UK living and culture, he...

News Focus: Agency Survey - Digital's future lies in search and networking.
December 14, 2006... Agencies see search, rich media and social networking communities as the big growth areas in digital marketing over the next year, according to a new study from Atlas Solutions. Atlas, which provides online campaign management tools,...

News Focus: Software - Aales monitor.
December 14, 2006... Data engineering company Rocket Science is to launch what it claims is the first SMS-based, real-time sales-monitoring tool. Branded i-snapshot, it provides data on field sales activity, which can be analysed and used to improve...

News Focus: IT Solutions - Tie-up offers new platform.(smartFOCUS)(Brief article)
December 14, 2006... Marketing software maker smartFOCUS and data-driven communications specialist Broadsystem have partnered to provide an integrated multichannel platform for both inbound and outbound communications. Chris Underhill, chief executive of...

Legal Eagle: Q:'s and A:'s.
December 14, 2006... James Milligan is legal and public affairs adviser at the Direct Marketing Association (DMA). This column is not intended to constitute legal advice. For specific legal advice, contact your solicitor. For DMA membership details, contact Sean...

News Focus: Marketing Services - Clients want proactive help.
December 14, 2006... The major beef clients have about marketing services providers (MSPs) is their failure to be proactive, according to Datamonitor, which conducted what it claims is the first research into the area. They are also dissatisfied with the lack...

Movers: Appointment at Alchemetrics.
December 14, 2006... Chris Duncan has stepped down as managing director of marketing technology provider Alchemetrics. He held the position for three years and was with the company for a total of nine. Francis Wallinger, founder and chairman of the company, will...

Movers: Appointment at Reed Exhibitions.
December 14, 2006... Malcolm Whitmarsh has retired from his post as marketing industry director at Reed Exhibitions. Whitmarsh, who established the International Direct Marketing Fair, has worked in the DM industry for 30 years.

Movers: Appointment at Haygarth.
December 14, 2006... Tom Charles has been appointed to the board at integrated marketing agency Haygarth. He has been with the company for more than six years.

Movers: 141 Worldwide.
December 14, 2006... Liz Childerley joins marketing services company 141 Worldwide as business development director. She was previously at WWAV Rapp Collins.

Movers: Appointment at Mailtrack.
December 14, 2006... Ray Welsh has been appointed head of sales and marketing at Mailtrack, the digital marketing solutions company. He joins from FormScape Software, where he was director of global product marketing.

Movers: Appointment at 23red.
December 14, 2006... David Blanar has moved to communications agency 23red as its senior digital strategist. Previously he was at Rivals.net.

Opinion: How one man stood in Santa's way.(Stocking Preference Service)
December 14, 2006... An advantage of being around so long is that I've built up contacts in the most unlikely places. One of these, who has to remain anonymous, has slipped me a copy of the minutes of a recent disciplinary hearing Mr Fingerpoint, personnel...

How to ... communicate through live events.(marketing tips)
December 14, 2006... In this climate of cluttered media fragmentation, one of the best ways of targeting your audience is through live, face-to-face direct marketing. Justin Foxton explains why the method is so effective. With media fragmentation and saturation...

Creative masterclass on ... getting under a client's skin.(marketing management)
December 14, 2006... The best way to target your clients' customers is to live and breathe their business. Simon Attwater and Abi Ellis say it's time to get your hands dirty. Pizza delivery boy and barmaid. Those were the last proper jobs that we had. You...

Data Clinic: Ask the experts.(direct marketing)
December 14, 2006... This month, our panel of data specialists advises on how to: decide whether or not to exploit instant messaging; obtain relevant email addresses; and measure multichannel campaigns. We have always undertaken promotional activity by direct...

Data Clinic: Data Health Check - Harcourt Education.
December 14, 2006... The publisher wanted to stop online orders failing due to address mismatches. Nicola Harrison reports on how software transformed its efficiency. The problem Knowing that you never stop learning, Harcourt Education, the largest...

Data Clinic: Case Study Special: Direct Response Intelligence Awards 2006 Winner.
December 14, 2006... PDSA Thought to be a first in legacy mailings, the veterinary charity contacted 80,000 potential donors encouraging them to avoid inheritance tax by leaving a donation in their will. Nicola Harrison investigates. Mention 'inheritance...

Data Clinic: How to buy ... a doordrop campaign.(direct marketing)
December 14, 2006... The effectiveness of your doordrop campaign can be improved with careful planning and execution. Doordrop media has enjoyed sustained growth over the past 10 years, with 80 per cent of top-spending advertisers now using the medium - some...

Data Clinic: Get connected.(websites and online services)(Brief article)
December 14, 2006... If you work in a data-led industry, it is essential that you do regular research to keep abreast of changes in the market. Rob Reason shares his most useful websites. If data is the foundation of our industry, then don't forget to stick...

Data Clinic: DataTalk.(retaining customer data)
December 14, 2006... A customer's address is becoming an increasingly valuable commodity in this age of media fragmentation. Dave Cockerill stresses how important it is to retain and enhance customer data. Traditional advertising is dying. Lord Saatchi says so....

Data Clinic: What I do in data.(Interview)(Brief article)
December 14, 2006... How did you arrive in this job? On my commercial training programme with RS Components, one of my six-month modules came to a premature end. As a substitute, I was tasked with pulling together outbound call data and turning it into...

Data Clinic: What is ... A prosumer.(marketing terms)(Brief article)
December 14, 2006... The term originates from Alvin Toffler's 1980s book The Third Wave, but moving from his concept to targeted definitions has only recently been established. Marketing-savvy, brand-aware, and fiercely loyal, people in this defined customer...

Data Clinic: Technique - Improving response with personalised emails.(email marketing tips)
December 14, 2006... If you want to cut through the clutter in your target customer's inbox, it's best to make your email communication as tailored and personal as possible. Bill Marjot shares some tips on how to get noticed. With most inboxes flooded with...

Data Clinic: A broker's view.
December 14, 2006... The list broker's role has grown wider than ever as the industry has evolved, so now is not the time to be cutting commission rates, argues Ben Ennis. In the pages of Direct Response, Jaywing consultant Shaun Crawford has argued that...

Data Clinic: Which list? New, updated and newly managed consumer and business lists.
December 14, 2006... NEW LISTS Consumer Christmas Spenders This list is released through Transactis and provides a database of more than three million individuals who have a history of regular spending in the run-up to Christmas. Names are drawn from...

Email marketing: The email minefield.
December 14, 2006... Despite some potential pitfalls and questions over permission, email is a powerful marketing medium that allows for live testing and tweaks, writes Adam Woods. At a time when the mailing and telephone preference services have been picking...

Fulfilment: Keeping the logistics on track.
December 14, 2006... With e-commerce burgeoning, marketers are having to focus on fulfilment to ensure customer satisfaction. Caitlin Fitzsimmons looks at how to meet consumers' growing expectations. In the dotcom era, online retailing was virtually touted as...

Secrets of my success: Mark Patron. Chief executive, RedEye.
December 14, 2006... 'I don't want to be the smartest person in the room, but I do want to have hired them' was the advice Tony White, founder of Abacus in the US, recently gave me. He was clearly sticking to this principle when, as sales director of NDL in the US,...