IDM Insights newsfeed

Writing charity fundraising copy - what’s the appeal?

Thu, 23 Feb 2012 00:00:00 GMT

IDM tutor Paul Chuter F IDM gives three examples of how the effectiveness of charity appeal letters can be improved.

New Video: The Do's and Don’ts of Social Media

Tue, 21 Feb 2012 00:00:00 GMT

Social media is constantly creating new B2B marketing opportunities – but which channels most deserve your attention and resources?

Latest Technology Marketing In Mind Video: Rethinking the Art of Lead Generation

Thu, 12 Jan 2012 00:00:00 GMT

With exciting new tools and practices emerging for generating, scoring, profiling and nurturing leads, how can you stay on top of your game and deliver high-quality leads that turn into closed business?

New Technology Marketing In Mind Video: Building a Technology Brand In 2012

Thu, 01 Dec 2011 00:00:00 GMT

Discover expert advice and personal insight from a host of senior technology marketers from vendors including IBM, Microsoft and Psion, as they discuss the values and tactics needed to build a strong tech brand in an increasingly crowded marketplace.

New video series: Connecting with today’s B2B technology buyer

Fri, 11 Nov 2011 00:00:00 GMT

With today’s technology buyer enjoying greater choice - and power - than ever before, marketers must empower customers to stay loyal and become brand advocates.

The IDM B2B Customer 2.0 Playbook

Tue, 25 Oct 2011 00:00:00 GMT

Inspired by the hugely successful IDM B2B Conference 2011, and with the support of the IDM B2B Council, the Customer 2.0 Playbook has been generated to provide insights and opinion on and around new customer trends in the B2B environment.

What do the UK Government's "mydata" proposals mean for organisations?

Wed, 11 May 2011 00:00:00 GMT

This briefing paper by Ctrl-Shift, summarises the Government's position; documents the proposed Government timetable for Spring 2011-2012; suggests how businesses should respond around data issues; lists key actions that organisations need to discuss and concludes with a call to action to take part now, in order to learn about and anticipate, data strategy requirements for the future.

B2B Marketing in 2011: the year Augmented Reality gets its big break?

Tue, 01 Mar 2011 00:00:00 GMT

Thoughts from IDM B2B Council members Earnest

Buyer Personas - under-used, but over-abused?

Tue, 01 Mar 2011 00:00:00 GMT

IDM B2B Council members, Earnest take a look at personas from a B2B perspective

Vital Statistics for every B2B marketer

Tue, 01 Mar 2011 00:00:00 GMT

Too many stats to take in? IDM B2B Council members, Earnest pull together those you really need

From social media to Social CRM – what customers want

Tue, 01 Feb 2011 00:00:00 GMT

The first in a two-part series from the IBM Institute for Business Value

Marketing Week - Training 2010

Thu, 25 Nov 2010 00:00:00 GMT

In a supplement to the November 24 issue, Marketing Week looks at the training issues facing today's marketers. Includes a roundtable discussion featuring senior client marketers that sit on the IDM Advisory Councils.

The web makes me feel? - Exploring youth emotional responses to the web

Thu, 18 Nov 2010 00:00:00 GMT

This paper, by Dr Kelly Page of Cardiff University, won the recent IDM-sponsored Interactive Marketing Best Paper Award at the Academy of Marketing conference. It explores the emotional responses of over 400 digital natives (13-19 year olds) across the UK, as to how the web makes them feel and their reasons why.

The new marketing vision of customer engagement

Fri, 15 Oct 2010 00:00:00 GMT

The new marketing vision of customer engagement

Thu, 14 Oct 2010 00:00:00 GMT

Customer engagement is being hailed as the new methodology for today’s modern marketers. But how new a concept is it? IDM Managing Director, Derek Holder attests that modern marketing, on or offline, is all about one-to-one. As the most effective marketing always has been

Search Toolkit for the B2B Marketers

Fri, 27 Aug 2010 00:00:00 GMT

This Toolkit developed by the IAB B2B Council, is aimed to help UK B2B marketers to better understand the UK search market and how to use search effectively.

B2B Council White Paper: Sales & Marketing Alignment: the disconnect continues!

Tue, 13 Jul 2010 00:00:00 GMT

B2B Council Chair, Debbie Williams F IDM, explores the relationship between sales and marketing and how different approaches can create positive connections between these two functions.

Book Review - The Fundamentals of Business-to-Business Sales and Marketing

Tue, 13 Jul 2010 00:00:00 GMT

B2B Council Member, Simon Knight, Channel Marketing Leader for Dun & Bradstreet (UK & Ireland) reviews John Coe’s new book which aims to tie together the best of the old and the new as well as introducing a new sales coverage model that meets the needs of today's fast-paced, Web-based environment.

Book review - Raising Venture Capital Finance in Europe

Tue, 04 May 2010 00:00:00 GMT

IDM B2B Council member, Bryan Foss F IDM reviews this book by Keith Arundale, described as a Practical Guide for Business Owners, Entrepreneurs and Investors.

Building Trust in Data - A Must for Marketers

Thu, 08 Apr 2010 00:00:00 GMT

IDM Data Council Chair, Adrian Gregory on the Information Commissioner's "Privacy Dividend: The Business Case for investing in Proactive Privacy Protection".

YouTube: Best Practices for the B2B Marketer

Thu, 08 Apr 2010 00:00:00 GMT

The rise of online video is revolutionising media consumption. This paper from Google, in association with the IDM B2B Marketing Council offers 7 best practice tips to help B2B marketers make the most of YouTube.

Top 10 tips for improving the usability of your website

Thu, 11 Mar 2010 00:00:00 GMT

B2B Council member, Lawrence Mitchell asks how well your website is working for you?

A 10-year retrospective by Dr Dave Chaffey F IDM (2000-2010)

Tue, 08 Dec 2009 00:00:00 GMT

The transition from direct to interactive marketing has presented many challenges and many contributors have helped the IDM by suggesting how marketing practices should change. Dave Chaffey's review 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.

B2B Council member Pitney Bowes’ Report into SME marketing

Wed, 02 Dec 2009 00:00:00 GMT

What can small and independent operators do to get the most out of their marketing in the crunch and where should they be investing?

Data governance - minimising people risks

Mon, 30 Nov 2009 00:00:00 GMT

A DQM Group Report by, David Reed, Editor Data Strategy Magazine and Adrian Gregory, Chairman of the IDM Data Council and DMA Data Governance Working Party. Chief Executive DQM Group.

Marketing without Money – How 20 Top Australian Entrepreneurs Crack Markets with their Minds

Fri, 13 Nov 2009 00:00:00 GMT

A book review by IDM B2B Council Member, Andy Grant, Regional Marketing Leader, Northern Europe, Nortel

The IDM Business-to-Business Council Best Practice Guide

Mon, 19 Oct 2009 00:00:00 GMT

Return on Marketing Investment (ROMI) - find the key metrics to influence the Board & Justify your budget. By Deborah Robertson, Marketing and Sales Director, Easynet Connect.

The IDM Business-to-Business Marketing Council Book Review

Thu, 08 Oct 2009 00:00:00 GMT

Professor Bryan Foss, CEO and Founder of Foss Initiatives reviews the book 'Business-to-Business-Marketing, Advanced Marketing Series (AMS)' by Ross Brennan, Louise Canning & Raymond McDowell.

10 ways to optimise your marketing consent policy

Tue, 01 Sep 2009 00:00:00 GMT

Practical tips from Mike West, Royal Mail and Patrick Young, DVL Smith on how to develop a marketing consent policy and manage customer opt-out.

Marketing consent: opportunities for marketers

Tue, 01 Sep 2009 00:00:00 GMT

Patrick Young of DVL Smith on best practice research and guidelines for marketing consent. Includes the psychology behind persuading customers to opt in and expert advice on optimising your consent strategy.

What makes customers opt in to marketing communications?

Tue, 01 Sep 2009 00:00:00 GMT

A look at the effects on direct marketing take-up levels of the varying approaches to customer consent policy MMC article by Mike West, Royal Mail and Patrick Young, DVL Smith.

Data Strategy IDM Data Council Comment

Mon, 24 Aug 2009 00:00:00 GMT

Adrian Gregory, Chairman of the IDM Data Council, Chief Executive, DQM Group

Building Brands in Turbulent Times, Steve Sowerby M IDM - CEO XPotential

Wed, 24 Jun 2009 00:00:00 GMT

In the daily chaos of the urgent, the hot issue or in the detail of departmental or personal objectives, there is an important fact often overlooked in business. Steve emphasises the importance of the brand as a company asset.

Delivering quality in e-communications, Nick Evans F IDM - Partner, Survey Digital

Wed, 24 Jun 2009 00:00:00 GMT

Do you keep noticing that your competitors frequently get it wrong? Are you quick to spot the errors in direct marketing from other companies, or inconsistencies on their landing pages? On the other hand, do you ever worry that you just don’t seem to be spotting many errors on your own e-media? There’s a reason for that: the creator cannot also be the evaluator. Nick Evans F IDM, partner in SurveyDigital, gives us his tips on making sure that e-communications and websites are corporate, on time, reliable, relevant, error-free, compliant and tested.

10 things I wish I'd known by Steve Kemish F IDM

Wed, 10 Jun 2009 00:00:00 GMT

In April 2009, we saw the inauguration of a new Chair for the IDM Digital Council: Steve Kemish F IDM, Strategy and Services Director at leading email marketing agency, Adestra. With over ten years of digital marketing experience, Steve is committed to helping the IDM promote digital marketing excellence right across the profession. Read the ten things he wishes he'd known when he started out...

10 things I wish I'd known

Mon, 11 May 2009 00:00:00 GMT

Read the wise words of seasoned marketer and one of the IDM's best-loved and much-respected practitioner-tutors, Brian Thomas Hon F IDM. (11 May 2009. Log In required)

10 actions to achieve your goals in 2009

Mon, 27 Apr 2009 00:00:00 GMT

Margaret Whiteford M IDM created her own consultancy 10 years ago to provide strategic business development consulting solutions. While her consultancy was founded on the development of sales and marketing solutions, its biggest 'learn' has been the difficulty organisations face implanting the changes recommended.

She now works with business partner, Richard Masters, to deliver in-house training and development solutions which address team development. Together they help teams not only to create exciting business plans - but also to successfully implement them. (27 April 2009. Log In required)

The IDM Email Marketing Buyers’ Guide, Internet World 2009

Wed, 22 Apr 2009 00:00:00 GMT

Internet World is a great place to start to find a partner for your email marketing, to catch up with your current provider, or to review what you are currently doing. Steve Kemish, Chair of the IDM Digital Council, and Strategy Director at Adestra, shares his thoughts on email marketing and keys areas to consider when selecting or reviewing providers.

Free Unica White Paper; from Web Analytics to Customer Analytics: Making Web Data Personal

Wed, 25 Mar 2009 00:00:00 GMT

Akin Arikan, author of Multichannel Marketing: Metrics and Methods for On and Offline Success. If you’re like most marketers, you’re facing an enormous headwind. You need to increase marketing returns, but conventional marketing techniques are rapidly becoming ineffective.

The 3rd Annual IDM Data Summit, 5 March 2009

Mon, 23 Mar 2009 00:00:00 GMT

The third Data Summit was held at Jury’s Hotel in central London on March 5. A capacity audience of 100 delegates heard eleven speakers address the theme of this year’s conference ‘Data Management Strategy: Evolution or revolution?’ from different perspectives. For those who missed it or who simply want an aide-memoire, here’s a summary of the day by the IDM’s own Peter Mouncey F IDM.

Getting personal: Introducing 1on1DM

Fri, 20 Mar 2009 00:00:00 GMT

Everyone says 'get closer to that audience'. We'd rather say 'get closer to that person'. Tim Davies, from IDM Corporate Members, elliotyoung, introduces the concept of 1on1DM.

Q&A: Don Tapscott

Thu, 12 Mar 2009 00:00:00 GMT

Guest speaker at this year's Annual IDM Lunch is world leading business and technology strategist, Don Tapscott. Ranked in the top thirty of Accenture's seminal list of the world's Top Business Gurus, Don is a regular advisor to both governments and international corporations on the value and impact of technology in business. He is also the acclaimed author of the best-selling Growing Up Digital and Wikinomics.

15 ways to beat the recession

Mon, 02 Feb 2009 00:00:00 GMT

Yes we all know 2009 is going to be difficult – but with the right planning it needn’t mean long-term disaster. The IDM asked three seasoned marketers from each area of our profession, what, having experienced tough economic times before, are their top 5 tips for tackling recession.

Time to Deliver - Why marketing investment is a must during an economic downturn

Tue, 13 Jan 2009 00:00:00 GMT

A Pitney Bowes White Paper: During tough economic times the temptation for many businesses is to sit tight, cut back and wait for the winds of change to blow favourably. In particular, marketing strategies come under intense scrutiny when the pressure to slash costs intensifies. (Free download)

The year ahead - An IDM view

Mon, 22 Dec 2008 00:00:00 GMT

Companies and marketers should armour themselves against these tough times by investing in skills and technology to make direct marketing better targeted, timely, effective and measurable than ever before. (Free download)

A Christmas fable

Tue, 09 Dec 2008 00:00:00 GMT

If your customers are bored of you, your brand, or your marketing approach, you have a clear mandate for change (hmm, sounds familiar). But if they like the way things are, and you’re the one itching to tinker with things, it’s time to stop for a mince pie and a latte and reflect on your good fortune.
(9 December 2008. Log In required)

Mapping the future

Mon, 01 Dec 2008 00:00:00 GMT

Professor Melanie Howard Hon F IDM is a leading authority on trend and business strategies. In this interview with IDM Insights, she discusses some of the major trends affecting consumers, and looks at what they could mean for direct marketers. (Log in required)

Inclusion of a wider definition of 'stakeholders'

Fri, 14 Nov 2008 00:00:00 GMT

Bryan Foss M IDM, Non-Executive Director, UK Department for Work and Pensions provides insights into the wider definition and beneficial inclusion of stakeholders by the boards and marketing leaders of major organisations in the commercial and public sectors. (Log in required)

Shake out a few new ideas

Fri, 14 Nov 2008 00:00:00 GMT

This month our copywriting guru delivers a quick analysis of five loose inserts collected from the October issue of Top Gear magazine. (14 November 2008. Log In required)

Improving email deliverability to drive conversions

Thu, 04 Sep 2008 00:00:00 GMT

Hollie Williams, client strategy consultant at leading Email Services Provider Adestra, provides some tips on how to get the most out of your email marketing. (Log in required)