Direct Response articles from January 2007

Direct Response archives from January 2007

Editorial: New hope for change.
January 1, 2007... We move into the New Year with some of the issues and concerns that blighted 2006 still with us - a bit like a hangover that won't go away. But there are positive developments that promise to continue through 2007, as well. One issue that...

News Focus: Enforcement - DM crackdown gains pace.(direct marketing code of practice)(Direct Marketing Association expelled Britton Group SMR )
January 1, 2007... The Information Commissioner's Office (ICO) and the Direct Marketing Association (DMA) continued their crackdown on poor direct marketing practice last month with further action against offenders. The DMA announced that it had expelled...

News Focus: Promotion Marketing - New ISP head seeks DM ties.
January 1, 2007... The new chairman of the Institute of Sales Promotion (ISP) wants to see closer relations between his group and the DMA this year. Clive Mishon, who was elected chairman of the promotional marketing industry body before Christmas, wants to...

News Focus: New Post - Experian to boost B2B.
January 1, 2007... Experian has bolstered its business-to-business marketing division, bringing in a new head of sales following the departure of the B2B group's architect, Richard Lloyd, last month. Howard Lewis takes up the role from Dun & Bradstreet where...

News Focus: Research - Firms fail on permission.(companies fail to realise data )(Brief article)
January 1, 2007... Research from permission marketing consultancy Opt-4 shows many companies fail to realise much of their data may be worthless because they did not secure the necessary authorisation to send future communications. 'You can't up-sell and...

News Focus: Data - DLG selling Wegener unit.(Wegener Direct Marketing's Wegener Results )
January 1, 2007... DLG is selling the insight and analytics unit of Wegener DM UK as part of a sweeping restructure aimed at integrating its former lifestyle data rival into its existing operations. DLG is unloading Wegener Results - which does not fit with...

News Focus: Events Planner.
January 1, 2007... JANUARY 25 The Future of Search Engine Marketing Venue: Thistle Charing Cross, London Contact: www.theidm.com FEBRUARY 6-7 Technology for Marketing Venue: Olympia, London Contact: www.t-f-m.co.uk 12 The IDM Annual Lunch...

News Focus: What's new - Launches.(Sigma Consulting brings together Conduit, Chorus Direct and Pendragon Marhaus)(Institute of Direct Marketing launches new certification diploma)(ListLab launches its e-lab service)(Brief article)
January 1, 2007... SIGMA CONSULTING A new marketing services group, Sigma Consulting, brings together data services provider Conduit, telemarketing solutions provider Chorus Direct and creative marketing services firm Pendragon Marhaus. It aims to offer...

News Focus: Research - Occam.
January 1, 2007... Marketing data solutions provider Occam is to carry out research to provide insight into the behaviour of committed givers - individuals who donate to charities on a regular basis. Twenty leading charities are taking part with nearly six...

News Focus: Contract win - TNT Post.
January 1, 2007... Nissan has appointed TNT Post Doordrop Media to deliver 800,000 leaflets as part of the car manufacturer's teaser campaign to launch its new car, QASHQAI. The leaflet is targeted at young metropolitan and mature suburban audiences.

Movers: Appointment at EHS Brann.
January 1, 2007... Anne Davis has been promoted to deputy managing director at agency EHS Brann. She takes the position in addition to her current role as managing director of Euro RSCG 4D Digital, the group's digital arm.

Movers: Appointment at CMW North.
January 1, 2007... David Crawford has been made deputy MD at agency CMW North where he will be tasked with developing the company's client portfolio. Previously, he was head of McCann Erickson Manchester's interactive division.

Movers: Appointment at DMA North.
January 1, 2007... Deborah Wroe has been appointed regional manager for DMA North. Based in Manchester, her role will include recruiting members and building regional relationships with organisations.

News Focus: Diary of a Doormat.(Direct marketing)
January 1, 2007... Richard Greenwood is the marketing analysis manager for Ipsos Marketing's customer marketing analytics team. Richard lives in Aylesbury with his wife. Every marketer's nirvana is that a piece of targeted direct mail hits a prospect's...

News Focus: Viral Marketing - Retail firms 'go viral' to capitalise on Christmas.
January 1, 2007... Retail outlets are increasingly harnessing the power of email viral campaigns in a bid to drive traffic to their stores. In the run-up to Christmas, a variety of stores, including The Thresher Group, Borders and Gap, emailed consumers...

News Focus: Data Quality - Survey: irrelevant mail is rife.(direct mail marketing)(Brief article)
January 1, 2007... Many consumers are being bombarded by incorrectly addressed and irrelevant direct mail because of dirty data, according to recent research. A survey by Informatica Corporation, a data integration software provider, revealed 47 per cent of...

News Focus: Forecast - Email marketing on rise as mail set to struggle.
January 1, 2007... Email marketing looks set for continued growth in 2007 while the direct mail sector can expect tougher times, according to two recent studies. Direct mail margins will be squeezed in 2007, with at least one-third of companies in the sector...

News Focus: Data Security - Identity fraud up with 25.5m records exposed last year.
January 1, 2007... Consumers are increasingly under attack from theft and identity fraud with 25.5 million UK personal records exposed to these threats last year, according to a report from DQM Group. This equates to one record for every household. The...

Legal Eagle.
January 1, 2007... James Milligan is legal and public affairs adviser at the Direct Marketing Association. This column is not intended to constitute legal advice. For specific legal advice, contact your solicitor. For DMA membership details, contact Sean Moore on...

Opinion: It's tug-of-war time at British Gas.
January 1, 2007... All good things come to an end. Or, if not to an end, at least up for review. What prompts this thought is the news that British Gas is taking a close look at its pounds 6.5m direct marketing spend - an attractive slice of business with lots of...

How to: Create brilliant online ads.
January 1, 2007... When planning and designing online creative, Dan Thwaites says it is essential to develop a strong idea on which to base the campaign, always keeping the target audience in mind. Everyone has a view of brilliant creative that 'works', and...

Creative masterclass on... integrated campaigns.(direct marketing management)
January 1, 2007... Use a variety of messages and media to entice consumers into the campaign. But, says Becky McOwen-Wilson, ensure they have a cohesive element. A clear proposition and therefore a clear campaign thought is key. Once you have this (sometimes...

Data Clinic: Ask the experts.
January 1, 2007... This month our panel of data specialists advise on cross-border email campaigns, digital colour print for consumer mailings and improving the quality of your database. What are the key legal and data issues to consider when undertaking a...

Data Clinic: Data Health Check - Wolters Kluwer.
January 1, 2007... The international professional services company needed to consolidate its customer information to streamline its business. SAS came to the rescue. THE PROBLEM Gaining insight into customers' buying habits is no easy task, especially...

Data Clinic: Case Study Special - Direct Response Intelligence Awards 2006 Winner.(Tri-Direct wins an award for creating a campaign for Hiscox PLC)
January 1, 2007... Hiscox Tri-Direct's work for the insurance company proves there is more to successful direct marketing in this sector than knowing the date on which the consumer's policy is due for renewal. If insurance companies value anything above all...

Data Clinic: How to buy... search engine marketing.
January 1, 2007... Search is now integral to internet use, so any online marketing campaign needs to make the best use of it. Search engine marketing, or pay-per-click, accounts for more than 56 per cent of online advertising. It is a targeted and...

Data Clinic: Get Connected.(online business information web sites)(Brief article)
January 1, 2007... Specialising in digital business, Matthew Simons is careful to keep an sharp eye on what's happening in the industry and further afield, both in the UK and globally. In my role as leader of Acxiom Digital, I am responsible for managing the...

Data Clinic: Data Talk.(direct marketing and list warranties system)
January 1, 2007... List warranties are simple and effective - if everyone uses them. Sue Dyer urges brokers to resist apathy and make the most of the current system, or face the prospect of enforced legislation. Why is it that list warranties, established by...

Data Clinic: What I do in data - Mike Walton, senior consultant, THINK Consulting Solutions.
January 1, 2007... How did you arrive in this job? I worked for environmental charity Friends of the Earth for six years. Then I moved to a direct marketing agency, helping deliver data-driven web marketing initiatives for charities. I've been with THINK...

Data Clinic: What is... Individualisation.(marketing communications)(Brief article)
January 1, 2007... Individualisation must not be confused with personalisation. Personalisation is tailoring a communication so it is personal to an individual, such as a name or address, or references to hobbies or past purchases. Individualisation,...

Data Clinic: Technique - Maximising efficiency of retention programmes.
January 1, 2007... With consumers displaying little brand loyalty due to the saturation of market choice, it's essential to use retention methods to extend customer lifetime and boost profitability. Ian Robinson explains how to go about it. Looking after...

Data Clinic: A Manager's View.(direct marketing)
January 1, 2007... As volumes decline, data brokers and small list owners face a squeeze. Steve Reid suggests one solution that could provide the answer if it catches on. Data buyers face a tough climate. Data is expensive compared with non-addressed items...

Data Clinic: Which list? - A round-up of new or updated consumer, business and online lists.
January 1, 2007... NEW LISTS CONSUMER Puzzler Media The consumer magazine publisher releases its list of 30,000 third-party subscribers through Caspian List & Data Management. Titles include Tough Puzzles, Puzzler Collection and Sudoku. Individuals...

Postal Services: Open post - The market today.(Company overview)
January 1, 2007... After a year of full competition in the postal services market, Adam Woods examines to what extent independent operators have gained a foothold. When the UK's postal services market opened up to full competition on 1 January, 2006, it saw...

Anatomy of a B2B Campaign: B2B in focus.(Business-to-business advertising)
January 1, 2007... Business-to-business campaigns often need an injection of enthusiasm when it comes to engaging business audiences. B2B is often perceived as the unglamorous poor relation of consumer creative work, especially when it comes to direct...

Technology for marketing preview: Tech support.(direct marketing)
January 1, 2007... The growth of online marketing is just the most obvious intrusion of high technology into the direct marketing arena. Caitlin Fitzsimmons investigates an event that can give direct marketers an edge. Technology is the third most important...

Secrets of my success: Alan Timothy, Chief scientist, Rocket Science.(Biography)
January 1, 2007... When I was a kid I wanted to be an astronaut or rocket scientist, so in my current role maybe I'm not too far away from my early ambitions. I am also a 'real' scientist, as my first degree was in medical bacteriology and it gave me the kind of...