Direct marketing, email newsletters and CRM seem like tactics from a bygone age in today’s communication world; but within brands and marketing departments the arguments still rage as to whether an organisation needs to build its own customer database and harness its audience, or whether the major online ecosystems of Google, Facebook and Apple now…… Continue reading A new vision for CRM
At this time of year we see a multitude of articles about predictions for the year to come – some obvious and some less evident – I’ve tried to keep my list short and focussed this time around as we marketers have only a limited bandwidth to evolve our increasingly complex ecosystem. Some elements may…… Continue reading Marketing Predictions for 2012
What the CEO needs to know: The change in the communications landscape has made customers more important than prospects In an ever changing communications landscape the role of customer communications or CRM has become more important than ever; the ability for customers to express themselves both positively and negatively now has both reach and impact…… Continue reading What the CEO needs to know about CRM
Depending on who I’m talking to, I find it very hard to describe what I do – a lot of the time I talk about ‘digital strategy’ but I know that if I find it difficult to explain, that probably means that others find it even harder to understand – it’s a logical conclusion. What…… Continue reading My Job is about Change – Agitating & Activating
There is a new fad coming… the latest and greatest in marketing with new media… it is called Social CRM. I think actually I might have called it direct marketing to digital natives before someone coined the social CRM phrase – but I’ll give them the credit because it does roll off the tongue a…… Continue reading Social CRM is CRM via new channels
Back when Bill Bernbach changed the landscape of agencies by partnering art directors and copywriters we thought that this was a major revolution in agency team structure – finally the art department which had up until then really only been thought of as production took its merited role alongside the copywriters to come up with…… Continue reading Tomorrow’s creative team
As I read the pipeline article on ‘learning to unlearn’ it occurred to me how key this idea is when applied directly to the way we plan marketing and communications campaigns today. The last few years have seen the arrival of new channels, the prevalence of content as key to engagement and have put the…… Continue reading Reinventing marketing strategy, plans and thinking
I’m worried to say that I fear direct marketing as a skill has disapeared. how many people even know what a johnson box is and how to use it? In our rush to become integrated, 360 and digital we have have forgotten that a key piece of the marketing mix was about how a brand has a…… Continue reading What happened to direct marketing?