Precision Marketing

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Articles in August, 2003 issue of Precision Marketing

• Hunts like a cheater
• Near zero tolerance: while DRTV thrives on cost-effective niche viewing, many opportunities do not even register on Barb's radar. Coupled with the fact that many stations do not accept Barb figures, direct marketers need to find canny ways to minimise the
  by David Reed
• Real danger of milking the cash cows to death.
  by John Watson
• Pulp friction: the DMA (UK) has its work cut out if it is to meet the Government's demand for 70 per cent of direct mail to be recycled by 2013. But the industry cannot achieve this target along--it must be a collective effort
  by Ben Massey
• Taking on social conscience could do wonders for industry's profile: the concept of social responsibility is being pushed increasingly within the industry. It is not just a matter of duty, but a core element of improving customer relations
  by Martin King
• Forthcoming events
• Data requires human touch
  by Veronica Over
• Jug juggling antics
• Getting the massage
• Colleges learn lessons from brand marketers: as university expenses rocket and the academic route proves too costly for some, it is now the institutions that are having to sell themselves rather than the prospects. Emily Cubitt examines how the direct ind
  by Emily Cubitt
• Media illiterates parading under neutrality guise.
  by Nigel Walley
• Start-up shops braving ill wind
  by Ian McCawley
• Creative critique
  by Noel Farrey
• Creative critique
  by Alan Gilby
• Competitive advantage? With online list owners turning increasing to 'incentivised' programmes to provide opted-in data, brand owners need to question the true value of a volume-based approach
  by Rob Furber
• French customs' abusive arsenal
• Name game a personal clash
  by Philip Brett
• Urgent need to break down the language barrier
  by Mark Roy
• Riding recession learning curve is a 'revolutionary' experience; as the cycle of recessions is repeated every decade, perhaps the industry would do well to learn from the past how to reverse this potentially devastating scenario
  by Kevan Coleman
• Why online 'cookies' can leave a sour aftertaste for brand owners: while EU legislation this autumn aims to restrict firms' surveillance of customer purchasing behaviour on the Net, there is still a compelling case for self-regulation
  by Mike Williams
• India advancing in big data leaps
  by Vivek Basrur
• Mrs D left to flog her own devices
• Suppression not such an expense
  by Martin King
• Only young guns have the acumen to keep industry moving forward: customer relationship management is in something of a limbo state in these uncertain times. It is now up to those with fresh skills to keep the dream alive
  by Ian Liddicoat
• Is there life after death of Media Markets unit? With Brian Aspin's recent departure from Royal Mail and the demise of its Media Markets unit, many may be wondering what will become of the group's dedication to business mail. David Reed goes in search of
  by David Reed
• Dutch loan firms destroying DRTV
  by Dick Kruiswijk
• Mistaken identity: duplication, goneaway and deceased files are the bane of marketers' lives. Not only are inaccurate mailings a waste of resources, they can also be grossly insensitve. Yet many firms are failing to keep their records clean. David Reed go
  by David Reed
• Le Diary cherche les totty Francaise
• Unreserved reserves
• Long haul flight to ditch the old bird
• Creative critique.
  by Rebecca Rae
• Forthcoming events
• Creative critique.
  by Philip Slade
• Diary gives French oeuf good Rosbifin'
• Is 300 [pounds sterling] a week too much for a personal postie?
  by Dave Poole
• A nasty case of secrets and lies
  by Charlie McKelvey
• Stagnant matter: the Electoral Roll historically offers a data goldmine for mass mailers. But with opt-out clauses introduced last year, many data handlers are resorting to merging different versions of the Roll to get full UK coverage. David Reed asks if
  by David Reed
• Can marketers save the planet?
  by Charlie McKelvey
• Retail wars just boomerang back
  by Jeremy Sankey
• How to prove to clients that direct assault will bring home the bacon: when facing companies in doubt about the wonders of direct marketing, it is worth getting to the bottom of their misconceptions before correcting them
  by Paul Seligman
• Snared in the Web: e-commerce ventures have not yet fully taken up the concept of loyalty. But retention is just as important as acquisition for other media, so why, Danielle Greene asks, is this area neglecting a powerful relationship-building tool?
  by Danielle Green
• Tapping Filipino's 'can do' attitude
• Spats entertainment
  by Mike Hunter
• The dawning of a 'new' agency? A new breed of specialist agency 'boutiques' are luring the cream of the creative world and offering flexibility and fluidity to challenge the heavyweights. But can the industry bear the weight of new arrivals?
  by Sarah Balmond
• Charities shift tack to apply personal touch: while the personal touch is working its way into charities' donor recruitment strategies, some still put their money on speaking to the masses with a single voice. Sarah Balmond gets to the heart of the debate
  by Sarah Balmond
• Rotten to the core: with over 500 formats for data storage in circulation, deconstructing customer details and rebuilding them using a single format is taking up more and more bureau time. Not only is this adding to client fees, it also jeopardizing accur
  by David Reed
• Creative critique.
  by Shaun Crawford
• Forthcoming events
• Content isn't king: publishing agencies have their work cut out if they are to challenge direct marketers in the battleto supply consumer goods brand owners with the know-how to develop cutting edge relationship marketing websites
  by Richard Simpson
• Forthcoming events
• A few points on anti-spam laws
  by James Milligan
• Contagious approach: as consumers lose trust in mainstream brands, viral marketers are being handed specific budgets to spread the word. But they must innovate to accumulate
  by Steve Hemsley
• Utilities firms missing e-trick
  by Dawid DeVilliers
• Time to rethink hard-sell policy
  by Charlie McKelvey
• Why industry is courting disaster
  by Alan Timothy
• Regionals bring on the subs to boost readers; in an increasingly competitive market, regional papers are beginning to feel the pinch. But securing subscriptions could be key to winning readers' loyalty. Emily Cubitt discovers what the publishers think
  by Emily Cubitt
• Forthcoming events.
• Pressing for change: clients and agencies may appear relentless in their pursuit of better and more cost-effective printing solutions, but it is the printers themselves that are transforming the market with innovative techniques which maintain value
  by David Reed
• Let's spread all the good news
  by Graham Dodd
• Rough handling a loyalty gamble
  by Ian McCawley
• How to jump off runaway train of crazy incentives.
  by Alan Mitchell