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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. (34 pages)

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. (24 pages)

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. (34 pages)

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. (16 pages)

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. (26 pages)

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)

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. (26 pages)

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. (18 pages)

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. (26 pages)

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. (38 pages)

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. (28 pages)

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 (38 pages)

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. (30 pages)

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. (24 pages)

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 (22 pages)

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 (22 pages)

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 (20 pages)

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 (24 pages)

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. (30 pages)

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. (44 pages)

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. (16 pages)

5.4 Telemarketing

Telemarketing today; The applications of telemarketing; Planning, implementing and evaluating campaigns; Integration – optimising performance; Best practice and regulatory requirements. (30 pages)

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. (84 pages)

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. (28 pages)

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. (26 pages)

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. (28 pages)

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. (28 pages)

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)

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. (36 pages)

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)

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. (20 pages)

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. (16 pages)

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. (24 pages)

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. (32 pages)

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. (30 pages)

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. (34 pages)

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. (44 pages)

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. (18 pages)

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. (30 pages)

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. (30 pages)

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. (30 pages)

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. (16 pages)

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. (24 pages)

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. (30 pages)

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. (50 pages)

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. (34 pages)

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. (26 pages)

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. (22 pages)

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. (52 pages)

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. (36 pages)

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. (26 pages)

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. (22 pages)

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. (14 pages)

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. (18 pages)

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. (24 pages)

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. (10 pages)

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. (8 pages)

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. (14 pages)

So much information and so interesting! The last three days have more than met my expectations. I’m looking forward to taking what I have learnt and implementing it in our activities moving forward.

Nicole Jackson,
Ricoh Developer Programme Marketing Executive, Ricoh Europe

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