Precision Marketing

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Articles in October, 2003 issue of Precision Marketing

• DMA defends 'junk mail' recycling ads
  by Emily Cubitt
• Campaign to bring industry to book
• Catering for niche numbskull market
• On the run
  by Mike Hunter
• Global assaults need local nous
  by Chris Rogers
• Pressing for change: a cultural clash between data processors and agency creatives means the huge opportunities offered by digital printing in the direct mail sector are still in their infancy. David Reed explains why a seismic shift in production process
  by David Reed
• Is ER data really crucial any more? With the Electoral Roll now playing strictly by the opt-out rules, and data gathering techniques fast evolving, it could be time for marketers to wean themselves off the staple ER diet and pursue alternative data source
  by Charlie McKelvey
• CRM failing as it yields one-sided 'relationships'
  by Alan Mitchell
• In a league of their own: in the first of an annual series, we delve into the top direct marketing award schemes to discover which agencies are picking up the most plaudits. And Michele Witthaus quizzes the clients behind the campaigns to reveal the winni
  by Michele Witthaus
• How direct marketing can help to support the brand message: the greater creative excellence now found in direct marketing agencies should be leading to a shift in balance in the traditional bias towards pure advertising
  by Clare Rossi
• Fulfilment sector not reaping in the campaign response harvest: it is all very well executing a highly responsive campaign and generating a stack of fresh sales leads, but it is all for nothing if they are then left to rot
  by Colin Lloyd
• Is there still life in collectibles? The collectibles market, steeped in direct marketing tradition, has been the bane of creative directors the world over. But are china dolls and gold-rimmed souvenirs still relevant in today's hi-tech world? Curtis Brow
  by Curtis Brown
• What to do when subversion fails
• Floorplan.
• Addendum page: extra exhibitors, with addresses and numbers
• Creative critique.
  by Stuart Woodington
• Site vision: online grocery shopping has come a long way in a short time, with 2 million shoppers now registered with the three main players. But, as David Reed reports, converting them to regular buyers is the next challenge.
  by David Reed
• Trill of the chase: if companies want to maintain individual relationships with their customers, and exploit the database that is their professional little red book, how can they make each party feel valued and keep them coming back for more? Rob Furber g
  by Rob Furber
• If a job's worth doing
• Bring in the old sages to target the grey market
  by Steve Aldridge
• Forthcoming events
• Bowood Golf and Country Club jewel of the Southwest
• Councils spark row over ER opt-out data
  by Emma Rubach
• Traditions past: charitable bodies have always found ways to assert themselves, appealing on behalf of the needy. But the persuasive techniques employed by charities today have evolved somewhat since Dickensian times. Barbara Oaff takes a march through hi
  by Barbara Oaff
• Address call effectiveness not efficiency
  by Alan Timothy
• Invigorating to break out of ad straightjacket.
  by Chris Thomas
• Only passionate thinking makes creativity excel
  by John Watson
• Making inroads into fleet sector: the fleet car market offers a lucrative trade for manufacturers, yielding mass corporate spend. But persuading the decision-makers to part with their money is hardly plain sailing
  by Emily Cubitt
• Researching for the truth: it is one thing offering incentives to persuade consumers to respond to electronic surveys, quite another ensuring the data they provide is truthful. David Reed examines this balancing act
  by David Reed
• Conference programme.
• Exhibitor list: a-z of this year's exhibitors
• Legacy software means there's little excuse for statement junk: all that's required to ensure finance companies don't send out poorly targeted statement mailings is an industry will to adopt existing legacy system software
  by Ashley Bailey
• Progress with open dialogue
  by Rotimi Olaniyan
• DRTV shopping outfit to unveil customer details
  by Emily Cubitt
• Sharper Census data worth wait
  by Leanne Douglas
• Are the big agency networks cutting it? In this recent departure from Proximity, Simon Hall joins a procession of industry figures marching out of conglomerate agency life. This begs the question: how do the big groups keep hold of their top talent? Sarah
  by Sarah Balmond
• Age in B2B an attribute lost on consumer circles
  by Scot McKee
• A bit of rebranding would sex up show
• Creative critique.
  by Tony Aiello
• Return to sender: operating on tight budgets and with clients reluctant to cough up cash, database bureaux are playing a game of deception when it comes to suppression. But, as David Reed explains, it should be all about cost savings and avoiding wastage
  by David Reed
• Forthcoming events
• Major brands seek slice of life: with buying life insurance typically involving going through a broker, many have given it a miss. But now that brand owners are using direct techniques to reach this untapped market, the tables are turning
  by Emily Cubitt
• Take your DM to another level
• Doing business in Oz
  by Mike Hunter
• Hidden costs of cheap production
  by Charlie McKelvey
• Direct marketing joins the protest movement: however chaotic protests may appear, they in fact require careful planning to drum up the necessary support. As it happens, the direct marketing channel is ideal for getting the word on the streets
  by Sarah Balmond
• Interest conflict a major turn-off
• Industry looks like emerging from this year with plenty to celebrate: as we gear up for this year's DM Show, it is time to reflect on the direct marketing highlights of 2003--and the industry certainly has a lot to congratulate itself about
  by Richard Roche
• Forthcoming events
• Forthcoming events
• Why women are this year's model: women have always been highly influential in family car buying decisions--but now they are purchasing as many cars for themselves as men. Emily Cubitt asks if marketers are adjusting their communications as they change lan
  by Emily Cubitt
• Getting way too big for its boots
  by Sue Whitmore
• Taking the rap: in the frenzy of entering a campaign, not many marketers stop to think about which party will foot the bill for any unforeseen costs that could rise--for any number of reasons. Yet the consequences of this oversight can be grave, if the ag
  by David Reed
• Being green's an expensive game
  by Will Palmer
• Limit future losses with strike contingency plan
  by Alan Timothy
• Lost in cyberspace: as the population grows increasingly fanatical about the Internet, e-marketing seems the obvious way forward for the industry. The only difficulty is making contact with those elusive surfers
  by Ben Massey
• Sri Lankan data racing forward
  by Dean Epton
• The next door dropping level
  by Mark Young
• Time for experts to tackle 'boring' interactive ads.
  by Stuart Archibald
• Creative critique.
  by John Vinton
• The American University of Sharjah
• Forthcoming events
• Where have all the suits gone?
  by Charlie McKelvey
• Welcome: the DM Show, October 21-23, 2003
  by Victoria Crick
• Top gear approach: changes to the Block Exemption are spurring a seismic structural shift in the car market, with increasing numbers of manufacturers looking to boost their targeting and sell models online
  by Richard Simpson
• Exhibitor contacts list: names, addresses and numbers
• 'Digital dating' game offers perfect match: the interactive dating game provides direct marketers with a unique opportunity to access highly personal data on individual preferences. As Curtis Brown reports, there is no shortage of suitors seeking to explo
  by Curtis Brown
• We know where you are and what you do: a growing number of brands are eager to launch location-based mobile services that can track exactly where a customer is. Sarah Balmond reports on how the fledgling technology is being used brand promotion
  by Sarah Balmond
• ER not quite so boring after all
  by Charlie McKelvey
• How to keep the chemistry alive in the brand-consumer romance: if marketers truly believe in courting the consumer relationships they trade on, they should evaluate whether their communications are likely to win them much affection
  by Gus Chambers
• Scaling whims of jet-setting elite
  by Jeff Walters
• Unearthing the best of the best
  by Charlie McKelvey
• On the hop
• Creative critique.
  by Colin Nimick
• Why CRM is as dead as a dodo
  by Charlie McKelvey
• Customer magazines a key tool in retention kit
  by Hilary Weaver
• Fostering agency-procurement harmony
  by Jim Surguy
• Against the grain: with the going rate for wood pulp accelerating at an alarming pace and paper prices following suit, the challenge to accommodate clients' budgets is getting ever tougher. Steve Hemsley asks if this will slash use of direct mail
  by Steve Hemsley
• Size no measure of agency worth
  by Chris Gordon
• No money for old rope
  by Mike Hunter

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