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- 01 Oct 2009
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A 10-year retrospective by Dr Dave Chaffey F IDM (2000-2010)
The transition from direct to interactive marketing has presented many challenges. Dave Chaffey's review (free download) is a personal perspective on the significant changes in marketing concepts and practice over the last 10 years as reflected by contributions to the IDM Journal. - 01 Oct 2009
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The 10 most significant Journal articles (2000-2010)
Dave Chaffey has drawn on a decade of Journal articles to chart how the dynamics and character of marketing have evolved during the last ten years. All the articles referenced are available here in one PDF, for ease of access. Free to members. £29.95 to non-members (saving over £70.00). Please note that this file may take a few moments to download. - 01 Oct 2009
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Editorial — Derek Holder, Robin Fairlie, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2
A brief introduction to papers in this issue. (3 pages, FREE download) - 01 Oct 2009
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Data quality is everyone’s business — Managing information quality — Part 2 — Tom Breur, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2
The first of these two papers, discussed how to design data quality into your data warehouse (DWH) as you are building it. This second paper deals with maintaining a high level of quality after the DWH has gone live. Once a business intelligence solution has been put in place, ongoing data quality needs to be ensured. Data quality maintenance is supported by an appropriate governance structure: the allocation of decision rights and procedures. For errors that have arisen in batches, a data quality project is appropriate. For process causes of data non-quality, a data quality program is more appropriate. Since both kinds of errors often occur side by side, and also to ensure both short-term improvement and sustainable success, in practice a combination of these two approaches is often called for. As organizations progress through subsequent stages on their data quality journey, different measures and actions are required. To make ongoing data quality certain, you progress through information about sources of non-quality and associated organizational costs, training and awareness throughout the organization in conjunction with supporting tools and technology, and alignment and accountabilities that make producing quality the default. (10 pages) - 01 Oct 2009
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Media synergy comes of age — Part 2 — Don E. Schultz, Martin Block and Kalyan Raman, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2
This is part II of this paper. Part I was published in Vol. 11, No.1.The research reported in this paper is a follow-on to the Schultz paper (JDDDMP (2006) Vol. 8, No.1, pp. 13 – 19) where the subject of media synergy was raised. In this study, the concepts identified in the original paper have been extended using data from the SIMM (Simultaneous Media Usage) database, which has been collected in the US since 2002. Four consumer media usage and impact variables are used in the analysis: (a) amount of time spent with each of the 31 media forms gathered in the studies, (b) what media forms were used and in what combinations (simultaneous usage) (c) the impact of the media forms in each of eight product categories and (d) consumer reported intent to purchase in a product category in coming periods. Using Chi-Square Automatic Interaction Detector analysis (CHAID), the key media forms were identified for each of three product categories: computers, automobiles and fast food restaurants. This research is an important step in the actual determination of media synergy, which can be used by media planners and buyers. (12 pages) - 01 Oct 2009
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Search marketing yesterday, today, and tomorrow: Promoting the conversation — Mike Grehan and James B. Pettijohn, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2
This paper examines the history and current state of search marketing (SM), and presents the authors ’ speculations regarding SM ’ s future. It is intended to promote reflection and conversation. The authors believe that digital marketers can, and in fact must, interact with the emerging and powerful new communities. To do this, they must develop a variety of new marketing strategies, such as Digital Asset Optimization, interactive engagement marketing, and community-based communications. (14 pages) - 01 Oct 2009
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What happened to strategic segmentation? — Angus Jenkinson, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2
Segmentation that combines insight with descriptive, predictive and operational capability represents the most complete and powerful capability for marketers, when achievable, and therefore a gold standard. However, the author notes a trend towards simpler, limited modes. These tend to isolate capabilities, such as descriptive market segmentation, or predictive analytics for targeting tactical campaigns, or real-time ‘ black-box ’ behavioural algorithms, such as collaborative filtering and next best action. The author suggests this is brought about by failures in technique, process or imagination, giving typical causes, and posits a simple ‘test of effectiveness’ self-audit for organisation decision-making. (16 pages) - 01 Oct 2009
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Abstracts — Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2
Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: The new normal; Just-in-time budgeting for a volatile economy; Potential moderators of the link between rate plan suitability and customer tenure: A case in the Canadian mobile telecommunications industry; Seven myths of financial planning and baby boomer retirement; The effects of perceived salesperson listening effectiveness in the financial industry; Staying customer-focused and trusted: Web 2.0 and customer 2.0 in financial services; The four pillars: Developing a ‘bonded’ business-to-business customer experience; The role of customer gratitude in relationship marketing; The consumer decision journey; Consumer preferences of store brands: Role of prior experiences and value consciousness; The influence of cause-marketing associations on product and cause brand value; Connecting the dots: Joined-up insight finally becomes possible; Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site; The planning and implementation of integrated marketing communications; Never tickle a sleeping bookworm: How readers devour Harry Potter; Young consumers’ motives for using SMS and perceptions towards SMS advertising; The ten trends you have to watch; How Gen Y and Boomers will reshape your agenda; Research 2.0: Engage or give up the ghost?; Shareholder value defended; The demographic threat to Detroit’s automakers; Narratives of ‘green’ consumers — The antihero, the environmental ero, and the anarchist; The company behind a domestic cure-all asks: What else would you like us to do? (16 pages) - 01 Oct 2009
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Waterstone’s — The IDM Business Performance Awards 2009: Diamond Award winner campaign — Kate Boothby, Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2
Waterstone’s is the winner of the prestigious IDM Business Performance Diamond Award. Entrants for the annual award are judged on multiple business and marketing criteria by three tiers of judges representing a cross-section of industry and marketing expertise. (7 pages) - 01 Oct 2009
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Legal and Regulatory Update: Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2
An overview of recent key legal developments around behavioural advertising, consumer credit advertising and sales; the latest Annual Report from the Information Commissioner’s Office and proposed EU law on consumer protection. (9 pages) - 01 Oct 2009
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Reviews — Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 2
Review: Powers of Persuasion: The Inside Story of British Advertising and How Public Service Advertising Works (5 pages)
