Precision Marketing

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Articles in September, 2003 issue of Precision Marketing

• Combine purchasing and lifestyle data for true customer relations: when informed by data, direct marketing has massive untapped potential to communicate with customers on their own terms and offer them real choice
  by David Perkins
• True test of the 'common touch'
  by Charlie McKelvey
• Scottish agencies' brave new world? While Scottish agencies are holding their own in niche sectors, bosses are wising up to the fact that they could achieve far more by improving cross-border pitches
  by Curtis Brown
• Lucrative traffic: the rise of the 3G mobile phone signifies a fresh avenue for marketers, offering an innovative and engaging way to communicate. But before riding the latest technological wave, the industry should consider how it will keep the spam tag
  by Danielle Green
• Waste line has to be expanded: the direct industry has been blamed for creating much of the UK's waste and must improve its performance to prevent mandatory legislation
  by Emily Cubitt
• Forthcoming events
• Marketers face age-old dilemma: with the over-50s demonstrating the most hostility towards marketing in the latest Electoral Roll opt-out figures, something must be causing offence in the targeting process. Emily Cubitt assesses the damage
  by Emily Cubitt
• Creative critique ... is a weekly look at direct marketing initiatives by a panel of agency creatives. This week, Kevin Scott, creative director at Fenix, makes plans to set off with Eurostar to Paris, while finding it actually takes a lot more than he is
  by Kevin Scott
• Awaiting a mail revival instinct
  by Des Columb
• Coping with the ups and downs
  by Richard Leitner
• Why so resigned to bad call operator manners?
  by Andrew Greenyer
• Stock tactics: for online retailers, the delivery of realtime stock information is essential to survival. But when firms implement solutions they must take full account of their impact on the 'shopping experience'. (Special report: response handling/fulfi
  by Michele Witthaus
• Common targets do not equate to common sense.
  by Alan Mitchell
• Top tips from the culture vultures
• Scottish Water Scientific implementation of a customer management database
• Charity begins at home: Charities are looking to increase their doorstep activity, increasingly seen as the most effective way of recruiting contributors
  by Steve Hemsley
• Gamble on new media success
  by Charlie McKelvey
• Noncommitted
• Heading for Do Not Call climate
  by Annette Kelley
• Upscaling
• Door-drops on upward curve
  by Sebastiaan Berkens
• Gambling revolution held back by red tape: betting is shedding its old image and using new methods to reach potential clients. But, as Sarah Balmond reports, old regulation needs to be updated for it to achieve its full potential
  by Sarah Balmond
• The lines they are changin': it is all change for the UK's call centre industry--and that goes for opinions as well as owners
  by Emma Rubach
• Forthcoming events
• forthcoming events soundoff: hunter's tale
• No software option: UK businesses are often painfully unaware that they're infringing software vendors' intellectual property rights, with serious--often criminal--consequences. David Reed assesses compliance issues
  by David Reed
• Creative critique.
• Back to basics
• Move debate on from response v brand-led work.
  by Stuart Archibald
• Cards that can store up trouble
  by Charlie McKelvey
• Only concise creatives will thwart waste levels
  by Mark Fiddes
• Winter of discontent clouds direct horizon: industrial action at Royal Mail could leave all concerned in a no-win situation. Not only might it stall a long awaited recovery plan, and threaten jobs, but direct marketers would be left with a bitter taste in
  by Curtis Brown
• US 'Do Not Call' sounds warning
  by Charlie McKelvey
• Do not bend: as the postal market slowly opens up, exploitation of loopholes in the Reims agreement is on the increase. Only a truly liberalised market will deter firms from bending--or breaking--the law
  by David Reed
• Life after death for 'third sector': with an increasing number of charities reaping the benefits of legacy payments, they are under pressure to show appropriate respect. First they need a thorough appreciation of legacy marketing
  by Ian McCawley
• Clients should call on door-drop experts at the key planning stage: given the recent massive growth in door-drop marketing, clients might benefit from consulting the experts about other elements of their campaign strategies
  by Chris Roxburgh
• Creative critique.
  by Piggy Lines
• No points for a service 'bribe'
  by Jeff Walters
• Contact centres must be brand ambassadors
  by Tim Lofts
• Will the industry ever reflect cultural shift? The consensus seems to be that women are now holding their own in terms of top industry positions, but another neglected group is still evidently lagging--ethnic minorities. Emily Cubitt asks what can be done
  by Emily Cubitt
• Creative critique.
  by Phil Pawsey
• Untapped assets: a solid database is what soaring success rates are made of, allowing firms to hit their given target spot-on. So why are so many companies disobeying this key commandment?
  by David Reed
• Why 'upstarts' will always fuel fraught relations.
  by Simon Hall
• It's time for call centres to start reinstating that 'personal' touch: technology rules, but there can still be a place for a more personalised approach. After all, efficiency and customer satisfaction are not always mutually exclusive
  by Andy Akerman
• We need better targeting rather than business TPS
  by Julie Knight
• Forthcoming events
• Are cards a powerful weapon in retail war? With such a large number of loyalty and storecard schemes around, retailers have to seek differentiation by generating more innovative and specialised offers
  by Sarah Balmond
• Striking at heart of those skivers
• Call Centre Expo 2003 September 16-17, 2003 NEC Birmingham
• New honesty may offer a mailshot in the arm for junkies
• Below the belt
• Creative brains shine through
  by Matthew Morgan
• Councils require customer insight
  by Russell Loarridge
• Telemarketers: act now to avoid sledgehammer.
  by Mark Roy
• Select Mailsort to reduce costs
  by Mark Waples