The IDM Marketing Guide: At-a-glance

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

• 01 Nov 2007
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• 1.1 What do we mean by direct, data and digital marketing?
  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)
• 01 Nov 2007
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• 1.2 Impact of digital - has the 'e'-revolution finally arrived
  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)
• 01 Nov 2007
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• 2.1 Understanding consumers: the essential role played by market research
  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)
• 01 Nov 2007
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• 2.2 How to write effective questionnaires
  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)
• 01 Nov 2007
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• 2.3 Profiling and segmentation: what your data is telling you
  Getting to know your customer; How profiling works; Stages in the process of profiling and segmentation. (IDM Marketing Guide, 26 pages)
• 01 Nov 2007
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• 2.4 Data mining, analysis and modelling
  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)
• 01 Nov 2007
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• 2.5 Using geodemographic and lifestyle segmentation systems
  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)
• 01 Nov 2007
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• 2.6 Profiling, segmentation and targeting in B2B markets
  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)
• 01 Nov 2007
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• 2.7 Customer insight
  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)
• 01 Nov 2007
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• 3.1 Developing a customer marketing strategy
  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)
• 01 Nov 2007
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• 3.2 Propositions and offers
  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)
• 01 Nov 2007
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• 3.3 Budgeting, revenue and profit financial evaluation
  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)
• 01 Nov 2007
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• 3.4 Marketing metrics and customer equity models
  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)
• 01 Nov 2007
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• 3.5 Calculating the lifetime value of a customer
  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)
• 01 Nov 2007
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• 4.1 Marketing database essentials
  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)
• 01 Nov 2007
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• 4.2 Specifying and procuring your customer or prospect database
  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)
• 01 Nov 2007
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• 4.3 Managing and using the B2B database (ensuring data quality and cost)
  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)
• 01 Nov 2007
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• 4.4 ROI CRM and eCRM tools for direct marketers
  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)
• 01 Nov 2007
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• 5.1 Direct mail
  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)
• 01 Nov 2007
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• 5.2 Press ahead and get some good results
  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)
• 01 Nov 2007
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• 5.3 Door-drop marketing, now with new improved targeting
  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)
• 01 Nov 2007
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• 5.4 Telemarketing
  Telemarketing today; The applications of telemarketing; Planning, implementing and evaluating campaigns; Integration – optimising performance; Best practice and regulatory requirements. (IDM Marketing Guide, 30 pages)
• 01 Nov 2007
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• 5.5 Watching the response come in DRTV and iTV
  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)
• 01 Nov 2007
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• 5.6 Harness the power of radio
  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)
• 01 Nov 2007
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• 5.7 Getting started in online advertising
  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)
• 01 Nov 2007
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• 5.8 Best Practice Search Engine Marketing
  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)
• 01 Nov 2007
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• 5.9 Email marketing's most abused communications tool
  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)
• 01 Nov 2007
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• 5.10 Mobile marketing A mainstream medium for every brand
  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)
• 01 Nov 2007
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• 5.11 Integration - bringing the media plan together - or making it all work - really
  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)
• 01 Nov 2007
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• 6.1 ROI-driven customer acquisition
  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)
• 01 Nov 2007
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• 6.2 Success factors for customer acquisition on and offline
  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)
• 01 Nov 2007
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• 6.3 Recording and analysing the results
  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)
• 01 Nov 2007
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• 7.1 Customer loyalty - more a philosophy than a technique
  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)
• 01 Nov 2007
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• 7.2 Customer experience getting under the skin
  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)
• 01 Nov 2007
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• 7.3 Retention and loyalty how do your customers measure up
  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)
• 01 Nov 2007
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• 8.1 Campaign planning and management: converting strategy into action plans
  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)
• 01 Nov 2007
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• 8.2 Testing, testing, testing
  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)
• 01 Nov 2007
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• 8.3 Campaign data maximising the return of your campaign through excellent use of data
  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)
• 01 Nov 2007
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• 8.4 Essentials of the printing process
  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)
• 01 Nov 2007
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• 9.1 Reaping the rewards of working with agencies
  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)
• 01 Nov 2007
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• 9.2 Using mailing shops
  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)
• 01 Nov 2007
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• 9.3 List brokers, managers and owners
  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)
• 01 Nov 2007
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• 9.4 Contact centres
  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)
• 01 Nov 2007
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• 9.5 Data processing and database demystified
  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)
• 01 Nov 2007
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• 9.6 Working with internet suppliers and partners
  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)
• 01 Nov 2007
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• 10.1 Direct marketing creativity - how to do it
  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)
• 01 Nov 2007
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• 10.2 Briefing in a multi-channel communications world
  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)
• 01 Nov 2007
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• 10.3 Creativity in practice
  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)
• 01 Nov 2007
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• 10.4 How to write a letter or email that works
  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)
• 01 Nov 2007
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• 10.5 Website design
  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)
• 01 Nov 2007
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• 10.6 Principles of catalogue design
  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)
• 01 Nov 2007
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• 10.7 Roger's Thesaurus a creative's checklist
  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)
• 01 Nov 2007
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• 11.1 Fulfilment and logistics putting customers at the heart of business
  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)
• 01 Nov 2007
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• 11.2 From call centre to contact centre
  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)
• 01 Nov 2007
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• 11.3 Getting the most from the post
  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)
• 01 Nov 2007
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• 12.1 Data protection and its implications
  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)
• 01 Nov 2007
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• 12.2 Privacy and electronic communications
  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)
• 01 Nov 2007
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• 12.3 Advertising and promotions
  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)

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