Precision Marketing

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Articles in November, 2003 issue of Precision Marketing

• Consistent message: retaining high-quality staff allows companies to offer superior brand, campaign and product knowledge. Customer retention isn't far behind
  by David Reed
• Can above and below converge? Martin Semmens' claim that pure integration does not work will obviously put some noses out of joint. But is there any truth in this supposition, or can agencies in fact successfully pull off integration?
  by Emily Cubitt
• Forthcoming events soundoff: hunter's tale
• How the Dell's it earnt its loyalty?
  by Jeff Walters
• Forthcoming events
• Beg your pardon: with the EU directive on electronic communications an imminent addition to permission-based regulations, there has never been so great an emphasis on letting consumers dictate the terms of the marketing dialogue. But are brands and consum
  by Steve Hemsley
• Agencies can't afford procurement hostility in penny-pinching climate: as clients tighten their budgetary belts, agencies must be prepared to forego their free-thinking impulses and be increasingly answerable to procurement departments
  by Bob Rodwell
• Call centres must cater for crisis management
  by Tony Clarke
• Three expert divisions one vision: it was Charles Darwin who said "Survival is ultimately dependent on the ability to change and evolve". These days it is put a little more succinctly. "Adapt or die"
• Dirty data breeds blunder epidemic
  by Ian McCawley
• No call for ER opt-out panic
  by Steven May
• Awards do not win new clients
  by Jonathan Clark
• Can 'ideas theft' ever be policed effectively? As the MCCA leads a crusade to combat the theft of intellectual property rights, it faces an uphill struggle to define what constitutes a direct marketing 'idea'. But can new rules work without the spirit of
  by Sarah Balmond
• Playing the longer game: while this year's B2B agency survey reveals many firms are starting to ditch short-termism and commit larger budgets, inaccurate data and the need to improve ROI remain restrictive
  by Emma Rubach
• Service stops big sell becoming an over-sell: the recent Royal Mail Media Forum heard of the dangers of over-marketing and the need to ensure that everything a customer experiences matches their expectations. As David reports, service is often key
  by David Reed
• Invest in future talent by sowing aspirations
  by Ian Millner
• Printers: boast talent to erase doomsday vision
  by Sue Whitmore
• Pastures new
• Captains of industry: the debut issue of Precision Marketing hit the streets in October 1988. But, 15 years on, who do readers see as the industry trailblazers?
  by Charlie McKelvey
• Creative critique
  by Mark Pearson
• Why strengthen adland's hand?
  by Charlie McKelvey
• Don't bin the binges
• Hurtling into campaigns without running tests a dangerous game: in the race to get to the campaign finish line, it is easy to skip the vital precaution of testing the strategy prior to roll-out. The resulting damage can be devastating
  by Ian Robinson
• Direct help for life after death: as staggering donor shortages worsen the plight of thousands awaiting organ transplants, health organisations are using the direct marketing lifeline to appeal to the population's better nature
  by Curtis Brown
• Time to salute founding fathers
  by Charlie McKelvey
• Mr Bird wants peck
• Outsourced contact centres are not posing threat to UK industry: with companies increasingly seeking call centre services overseas, UK providers may well be feeling nervous. But a bit of mild competition is not such a bad thing
  by Jon Bartman
• Above handling and fulfilment
  by Stephen Bentley
• Wellbeing catalogue to list wealthy female base
  by Emily Cubitt
• The little upstart of public relations
• Creative critique.
  by Chris Arnold
• No creative prizes for shoddy 'angle'
• Legislate to stop Christmas rush starting so early.
  by Quentin Boyes
• Calling offensives: when chasing prospects over the phone, it is vital to get your facts right--addressing a mistaken identity can cause irreparable brand damage. But are companies going to enough trouble to ensure clean data before rolling out campaigns?
  by Ben Massey
• Bureaux for change spur standards row: with the DMA's bureaux accreditation scheme shelved due to general apathy, various interest are seeking to ignite an industry-wide debate and force the association's hand
  by Sarah Balmond
• Care central to brand building
  by Jed Mole
• Trust is vital for the protection of those 'big ideas'.
  by Steve Aldridge
• Creative critique
  by Mickie Titterton
• Right vision can exploit low cost
  by Ben Goodale
• Can data secure floating voters? As polling station turn-outs continue to dwindle, political parties must try even harder to catch the attention of potential supporters. Emily Cubitt looks at the role direct marketing is playing in bringing their manifest
  by Emily Cubitt
• Crozier charm offensive to placate mailing giants
  by Emma Rubach
• Agencies to face sobering choice
  by Ciaran O'Reilly
• Giving up leaves Mr Diary fuming
• Ill-fitting shock tactics ruin use for just causes
  by John Watson
• Forthcoming events