The IDM Marketing Guide: At-a-glance
The IDM Marketing Guide is especially designed by marketing experts to make sure you don’t have to wade through endless acronyms, impenetrable jargon and complex data-speak. Instead, you’ll find the information you need can be quickly found, easily understood and immediately applied.
At a glance contents
Section 1: Introduction to DDD Marketing (2 chapters)
Section 2: Gaining the customer insight (7 chapters)
Section 3: Strategic planning and proposition development (5 chapters)
Section 4: Customer management, tools and techniques (4 chapters)
Section 5: Planning your integrated communications (11 chapters)
Section 6: Customer acquisition (3 chapters)
Section 7: Customer retention (3 chapters)
Section 8: Campaign planning and management (4 chapters)
Section 9: Working with suppliers and partners (6 chapters)
Section 10: Designing your communications (7 chapters)
Section 11: Managing the customer experience (3 chapters)
Section 12: Compliance and best practice (3 chapters)
Chapters list
£4.951.1 What do we mean by direct, data and digital marketing?
[01 Nov 2007] Direct marketing; From mass marketing to digital marketing; Firms that deal direct; Multi-channel marketing; Direct marketing and Pareto's Principle; What distinguishes direct marketing? Data, CRM, eCRM. (IDM Marketing Guide, 34 pages)
1.2 Impact of digital - has the 'e'-revolution finally arrived
[01 Nov 2007] How did we get here? The current position of digital in the marketplace; How do established global brands rate in the digital world? What are the key digital attributes? Who does digital best? Who is making a breakthrough? Five case studies; Alarm for the traditionalists; The arrival of mobile; Technology convergence; Key steps to make it happen. (IDM Marketing Guide, 24 pages)
2.1 Understanding consumers: the essential role played by market research
[01 Nov 2007] What is market research? The applications of market research; The market research process; Ethics, standards and the impact of data privacy legislation. (IDM Marketing Giude, 34 pages)
2.2 How to write effective questionnaires
[01 Nov 2007] The importance of skilled questionnaire design; How to ask questions about attitudes; Making the most of your questionnaire layout; The importance of piloting; Self-completion questionnaires; Phone research. (IDM Marketing Guide, 16 pages)
2.3 Profiling and segmentation: what your data is telling you
[01 Nov 2007] Getting to know your customer; How profiling works; Stages in the process of profiling and segmentation. (IDM Marketing Guide, 26 pages)
2.4 Data mining, analysis and modelling
[01 Nov 2007] What is data mining? Descriptive and predictive analysis; The essential stages of data mining; The main modelling techniques; Advice to non-staticians; How modelling and analysis are applied for CRM; Software packages. (IDM Marketing Guide 26 pages)
2.5 Using geodemographic and lifestyle segmentation systems
[01 Nov 2007] What is meant by geodemographic data? The census as a geodemographic data source; How are geodemographic classification systems built? What are the objections to geodemographics? How to create and use a geodemographic profile; Purchasing geodemographic systems; A guide to lifestyle databases; A comparison of geodemographic and lifestyle databases. (IDM Marketing Guide, 26 pages)
2.6 Profiling, segmentation and targeting in B2B markets
[01 Nov 2007] The differences between B2B and B2C; The different types of data; The role of profiling; The application of segmentation; Targeting – putting segmentation into action. (IDM Marketing Guide, 18 pages)
2.7 Customer insight
[01 Nov 2007] The professional domain of customer insight; Managing customer insight; Keeping customers happy; Insight and knowledge management; Customer insight and marketing transformation; Organising and managing customer insight; Managing customer insight staff. (IDM Marketing Guide, 26 pages)
3.1 Developing a customer marketing strategy
[01 Nov 2007] The stages of developing a strategy; Product marketing turns to customer marketing; Why the customer marketing strategy is needed; Developing the customer marketing strategy; Preparation for creating and ensuring value; Summary – the benefits of a customer marketing strategy. (IDM Marketing Guide, 38 pages)
3.2 Propositions and offers
[01 Nov 2007] Brand proposition; Brand personality; The definition of an offer; Components of the offer; Promotional offers; Distribution channels; The dangers of short-term promotions; Propositions in practice; Developing and delivering the proposition. (IDM Marketing Guide, 28 pages)
3.3 Budgeting, revenue and profit financial evaluation
[01 Nov 2007] Creating a direct marketing budget; Allowable cost-per-order; Understanding costs and profits; How direct marketing costs behave; Cost characteristics summarised; The first steps in creating a budget; Four more useful profit and loss tools; Marginal costs – a warning (IDM Marketing Guide, 38 pages)
3.4 Marketing metrics and customer equity models
[01 Nov 2007] Understanding the context of marketing metrics; Monetary metrics 1 – the conceptual framework; Monetary metrics 2 – customer equity models; Merit measurement – non-financial metrics. (IDM Marketing Guide, 30 pages)
3.5 Calculating the lifetime value of a customer
[01 Nov 2007] What is customer lifetime value? How long is lifetime? The factors affecting customer lifetime value; How we use LTV analysis; Two ways to calculate customer lifetime value; Using LTV analysis to compare the effectiveness of various marketing strategies. (IDM Marketing Guide, 24 pages)
4.1 Marketing database essentials
[01 Nov 2007] What is a marketing database?; Types of marketing database; Changing demands on the marketing database; The essential elements of a marketing database; Organising the data; Sources of data; Validating, loading and cleansing data; Deduplication; Getting reports from a database; Data manipulation – working with the data; Data analysis – understanding the data; Techniques to improve database performance; B2B considerations; Dos and don’ts of building a marketing database (IDM Marketing Guide, 22 pages)
4.2 Specifying and procuring your customer or prospect database
[01 Nov 2007] Making the business case; The project management team; Description of current business system; Initial research into future requirements; Confidentiality agreement; Pre-tender document and ITT; Documentation; Providing a response template; The ITT – Chapters 1 to 4; Reviewing the document; Issuing documents to prospective suppliers; Assessing supplier responses to the ITT; Selecting a supplier (IDM Marketing Guide, 22 pages)
4.3 Managing and using the B2B database (ensuring data quality and cost)
[01 Nov 2007] Why database management is important; How to acquire data for your marketing database; How to keep that data accurate and useful; How to segment and profile your data (IDM Marketing Guide, 20 pages)
4.4 ROI CRM and eCRM tools for direct marketers
[01 Nov 2007] True CRM and eCRM defined; Key issues: getting CRM right; Business Process Management; CRM tools and solutions for direct marketers; Managing technology for compliance (IDM Marketing Guide, 24 pages)
5.1 Direct mail
[01 Nov 2007] The importance of direct mail; Direct mail functions; How direct mail works; Customer acquisition - external lists; The two kinds of mailing list; Lists and responsiveness; List brokers; Briefing your list broker; Testing lists; Deduplication; Royal Mail services; 10 ways to succeed with cold mailing; Mailing your own customers. (IDM Marketing Guide, 30 pages)
5.2 Press ahead and get some good results
[01 Nov 2007] Brief overview of the UK press marketplace and lots of web addresses; Summary of how the press is traditionally used; Review of the obvious strengths and weaknesses of the press; Media planner's master checklist; Tips for reading media research data; Inserts – planning checklist. (IDM Marketing Guide, 44 pages)
5.3 Door-drop marketing, now with new improved targeting
[01 Nov 2007] What do we mean by door-drop marketing? Door drop’s unique advantages; Public attitudes to door drops; Door drops and sampling; Door drops and redemption coupons; Door-drop targeting; The four methods of distribution; Door drops and creativity; How much will it cost? Choosing your door-drop supplier. (IDM Marketing Guide, 16 pages)
5.4 Telemarketing
[01 Nov 2007] Telemarketing today; The applications of telemarketing; Planning, implementing and evaluating campaigns; Integration – optimising performance; Best practice and regulatory requirements. (IDM Marketing Guide, 30 pages)
5.5 Watching the response come in DRTV and iTV
[01 Nov 2007] The UK TV marketplace; The broadcast map; Digital and interactivity; DRTV and the market planner; Planning and buying TV; Using BARB data in buying airtime, Interactive advertising opportunities; Why are advertisers using interactivity; How are advertisers using interactivity; Skyview; The overall planning process. (IDM Marketing Guide, 84 pages)
5.6 Harness the power of radio
[01 Nov 2007] The commercial radio marketplace; The development of commercial radio; Who listens to commercial radio? Who advertises on radio? What will digital mean for commercial radio? Radio as a communication medium; Media planners’ views of radio; Using radio as an outreach medium; Effectiveness of radio; Get creative with radio! Useful places to go for more information. (IDM Marketing Guide, 28 pages)
5.7 Getting started in online advertising
[01 Nov 2007] An introduction to online advertising; The digital networked society; The online ad market; The broadband revolution; Setting marketing objectives; Creating your campaign. (IDM Marketing Guide, 26 pages)
5.8 Best Practice Search Engine Marketing
[01 Nov 2007] What is Search Engine Marketing? Search engine optimisation; How to optimise your web site for search engines; Factors that determine search engine rankings; Content; Design & technology; The importance of links; SEO techniques to avoid! Conclusion & SEO considerations for the future; Pay per Click (PPC); What are Pay per Click ads? Who provide PPC services in the UK? Where do PPC ads appear? Why PPC can deliver exceptional ROI; The pros and cons of PPC; What PPC services exist in the UK? How to decide What PPC networks to target; How do PPC services rank ads? Getting started – how to build an effective PPC campaign. (IDM Marketing Guide, 28 pages)
5.9 Email marketing's most abused communications tool
[01 Nov 2007] The tools available to an email marketer; How to acquire names from a website, from customers, and from external list brokers; Legal requirements when conducting an email campaign; The correct components of a marketing email; Testing for continuous improvement; Eight steps to creating a successful viral campaign; E-newsletters. (IDM Marketing Guide, 28 pages)
5.10 Mobile marketing A mainstream medium for every brand
[01 Nov 2007] What mobile marketing covers; Mobile marketing is mainstream; Examples of brands using mobile marketing; What mobile marketing can achieve; Mobile data technologies demystified; Developing your mobile marketing campaign; Golden rules of mobile marketing; Mobile marketing legislation; Closing thoughts about mobile marketing. (IDM Marketing Guide 32 pages)
5.11 Integration - bringing the media plan together - or making it all work - really
[01 Nov 2007] What is integrated marketing communications? Media neutral planning; Defining the advertising objectives; Defining the communication objectives; Defining the target audience; The media selection process. (IDM Marketing Guide, 36 pages)
6.1 ROI-driven customer acquisition
[01 Nov 2007] Acquisition and retention; The direct marketing acquisition plan; Allowable costs and return on investment; Setting targeting priorities by expected return; Case one: an established home shopping business; Projecting payback on customer acquisition; Case two: projecting the ongoing value of new customers. (IDM Marketing Guide 22 pages)
6.2 Success factors for customer acquisition on and offline
[01 Nov 2007] What is a direct response? Why do people respond? The elements of success; Product - the whole package; Price/offer; Place – targeting and channel; Promotion – creative and format; Summary - the elements of success. (IDM Marketing Guide, 20 pages)
6.3 Recording and analysing the results
[01 Nov 2007] Monitoring; Media results reporting for offline campaigns; Website data collection and application; Typical offline home shopping conversion procedures; Data analysis: using back data for forecasting; Using data results in negotiation; Summing up. (IDM Marketing Guide, 16 pages)
7.1 Customer loyalty - more a philosophy than a technique
[01 Nov 2007] What are retention and loyalty? Managing loyalty; Aligning the organisation to generate real loyalty; Customer behaviour; Customer commitment; Managing the customer experience; Employee commitment, engagement and behaviour; Corporate context for customer management; A systemic approach to business organisation and measurement; Measurement tips. (IDM Marketing Guide, 24 pages)
7.2 Customer experience getting under the skin
[01 Nov 2007] Defining the experience from the customer’s perspective; Understanding what customers value; How to influence customers; Creating an experience blueprint – who, what, why, how and where? Improving the experience through customer journeys; Engaging staff to improve and deliver the experience; Five 'must dos'; Ten principles to deploy in your programme. (IDM Marketing Guide, 32 pages)
7.3 Retention and loyalty how do your customers measure up
[01 Nov 2007] What is loyalty? Why is measuring retention and loyalty important? What are you trying to retain? Who are you trying to retain? The importance of potential value; The impact of digital marketing and the internet. (IDM Marketing Guide, 30 pages)
8.1 Campaign planning and management: converting strategy into action plans
[01 Nov 2007] Introduction; Communication strategy; Writing the plan; Managing and actioning the plan; Defining the status of a campaign; Measurement, analysis, forecasting and control; Supplier relationships; The brief. (IDM Marketing Guide, 34 pages)
8.2 Testing, testing, testing
[01 Nov 2007] What is testing? Why test? The first rule of testing; The seven key marketing variables; How to design a test programme; The statistical principles of testing; Samples and sampling methods; Testing for smaller users; Testing when response rates are low; The cost of testing; Monitoring and evaluating test results; Press testing: a summary; Testing in non-print media: DRTV, iTV, Radio; Online digital media. (IDM Marketing Guide, 44 pages)
8.3 Campaign data maximising the return of your campaign through excellent use of data
[01 Nov 2007] How to purchase campaign data effectively; Collecting data for direct marketing purposes; Making campaign selections; Ensuring the cleanliness of campaign data; Gathering campaign response data; Using data to evaluate the success of a campaign; Presenting campaign results. (IDM Marketing Guide, 18 pages)
8.4 Essentials of the printing process
[01 Nov 2007] The eight essential steps of print production; Information your printer will need; Preparing the artwork correctly; The six main types of paper used in direct mail; Proofing: the four types of proof; The six printing methods; Printing technology; Why use digital printing? Envelopes for direct mail; Choosing your print supplier. (IDM Marketing Guide, 30 pages)
9.1 Reaping the rewards of working with agencies
[01 Nov 2007] Understanding what you want from an agency; Conducting a pitch; The collaborative spirit – the essential ingredient; How an agency works behind the scenes; Understanding the campaign development process; The different agency remuneration structures; Getting the best out of agencies on a day-to-day basis. (IDM Marketing Guide, 30 pages)
9.2 Using mailing shops
[01 Nov 2007] Typical mailing house services; Case study introduction; Planning your mailing campaign; Printing; Data processing; Formatting; Variable printing; Finishing; Enclosing; And so to recap. (IDM Marketing Guide, 30 pages)
9.3 List brokers, managers and owners
[01 Nov 2007] The role of list brokers, managers and owners; Types of data sources available; List selections; Terms of use; Related services; How to choose a suitable supplier; Buyer checklists. (IDM Marketing Guide, 16 pages)
9.4 Contact centres
[01 Nov 2007] Call versus contact centre: what’s the difference? Growth of contact centres; Contact centre performance management; Contact centre operations; Successful outsourcing; Identifying a well-managed contact centre; The future of the contact centre. (IDM Marketing Guide, 24 pages)
9.5 Data processing and database demystified
[01 Nov 2007] Key terms; Stages in data processing; Data capture; Data transfer and load; Data hygiene; Deduplication; Suppressions; Data selections; Data output; Database considerations; Choosing a supplier; B2B considerations; International considerations. (IDM Marketing Guide, 30 pages)
9.6 Working with internet suppliers and partners
[01 Nov 2007] Technology brings new challenges; Approaches to outsourcing; Types of internet supplier including ASPs and AHPs; ISPs: Connecting you to the net; Managing and measuring your web activities; Working with an email bureau; Ad servers; Working with affiliate networks; Service level agreements; References. (IDM Marketing Guide, 50 pages)
10.1 Direct marketing creativity - how to do it
[01 Nov 2007] Back to basics; What makes good direct salesmanship? Don't just do direct, think direct; Preparation before inspiration; Be clear about what you are selling; Be clear who you are talking to; Lead with the main benefit; Speak your brand; Make the creative sweat; Have one direction, one destination. (IDM Marketing Guide, 34 pages)
10.2 Briefing in a multi-channel communications world
[01 Nov 2007] Why client briefs are important; What a good client brief looks like; What a good brief contains; The principles in developing a strong creative brief; Focusing on tasks first rather than on disciplines; A process for sorting out tasks in order to make channel choices; Example of a task brief; Turning tasks into good creative briefs; Understanding the difference between stimulus and response; How to get a great proposition for a brief; Preparing creative briefs in a multi-channelled world; A briefing process; the vital element in a multi-channel briefing; Special requirements of various channels. (IDM Marketing Guide, 26 pages)
10.3 Creativity in practice
[01 Nov 2007] An old (and boring) debate; It takes two…; That joke isn't funny any more; Time for a brand; Honey, there's a drunk at the door; You're always nicer to someone you like; Look beyond the brief; Make me smile or make me think; Make it feel nice; The big pile on my table; The greased chute; Meanwhile, back at Skoda; A direct job; Out with the old, except the good bits; Integration, integration, integration; Stretching the brand – the BMW 1 Series; A new brand for a new car; Brands change too; A new problem, a new approach; The advantage of time; Getting deeper; Heads held high; Be nice to your friends; Don’t forget you're a person too. (IDM Marketing Guide, 22 pages)
10.4 How to write a letter or email that works
[01 Nov 2007] The most important principle; How do you make it interesting? Does this apply to emails? Two proven roads to disaster; Allocate your time correctly; Five elements in success; A successful formula; How emails differ; A letter that worked – and why; The greatest challenge: how to begin; Which openings work best? 21 approaches that work; How should you vary the tone? How to write better; How should it look? The PS – does it work? 'The most successful advertisement in the history of the world'; Seven deadly sins; Further reading. (IDM Marketing Guide, 52 pages)
10.5 Website design
[01 Nov 2007] Introduction: The importance of website design; Aligning website design with marketing strategy; User-centred web design; Usability; Accessibility; Search engine optimisation; Information architecture; Principles of effective website design; Persuasive design and copywriting; Selecting a web design agency. (IDM Marketing Guide, 36 pages)
10.6 Principles of catalogue design
[01 Nov 2007] Targeting your catalogue; Briefing the creative; Eye tracking and how to use it; Attractors; Making best use of your 'hot pages'; The difference good typography can make; Good catalogue photography; Writing copy that sells; How to make an online catalogue work for you; Pricing in proportion and its effect on catalogues. (IDM Marketing Guide, 26 pages)
10.7 Roger's Thesaurus a creative's checklist
[01 Nov 2007] Twelve ways to get ideas; Ten ways to get started; 56 ways to make copy work harder; Using the four leverage points to determine your priorities; Direct marketing offers – 57 varieties; Ten ways to beef up reply devices; A writer's final checklist. (IDM Marketing Guide, 22 pages)
11.1 Fulfilment and logistics putting customers at the heart of business
[01 Nov 2007] The importance of fulfilment and logistics; Fulfilment and logistics; Quality control; Inhouse or outsourced; Top 10 considerations for successful fulfilment and logistics operations; Summary. (IDM Marketing Guide, 14 pages)
11.2 From call centre to contact centre
[01 Nov 2007] The contact centre business today: Outsourcing, Offshoring, Consolidation, Regulatory issues, The Telephone Preference Service; Points of difference: Staff recruitment, training and retention, Value versus price, Data analysis and profiling, Multi-channel capabilities. (IDM Marketing Guide, 18 pages)
11.3 Getting the most from the post
[01 Nov 2007] The postal market – what is on offer; Using a competitive postal market; Pricing in Proportion – and how to use it to your advantage; Outward mailing – delivering your message; Response Services – boost your response; Despatching the goods; International direct marketing using the mail; Where to find out more. (IDM Marketing Guide, 24 pages)
12.1 Data protection and its implications
[01 Nov 2007] The Data Protection Act; Your role and status under the Act; Status of most marketing organisations; Using a data processor; Collecting personal data and fair processing code; The difference between a data protection notice and a privacy policy; Use of websites; Rights of data subjects; The Preference Services; Exporting personal data; Codes of Practice. (IDM Marketing Guide, 10 pages)
12.2 Privacy and electronic communications
[01 Nov 2007] Overview of the Regulations; What is meant by unsolicited? What is meant by opt-in and opt-out? What methods of contact are covered by the Regulations? How can a recipient provide you with prior consent? What is 'soft' opt-in? Bluetooth; Viral marketing; Appending email addresses or mobile numbers; Cookies and email tracking. (IDM Marketing Guide, 8 pages)
12.3 Advertising and promotions
[01 Nov 2007] The Advertising Standards Authority (ASA); The Committee of Advertising Practice (CAP); Lotteries, competitions and prize draws; Distance selling; Intellectual property rights: Copyright, Domain names, Moral rights, Trademarks, Database rights, Confidentiality; Trade descriptions; Misleading and comparative advertising. (IDM Marketing Guide, 14 pages)
