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The IDM Journal of Direct, Data and Digital Marketing Practice clarifies and defines the new marketing terms.

Through specially commissioned papers and research, the journal will help you understand the important trends in today's marketing practice. It predicts the marketing environment of tomorrow and shows how the latest technologies can be successfully introduced to marketing practice. There are book reviews as well as regular analyses and surveys of the marketplace.


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Vol 17. No. 3 (Mar 2016)

Editorials and opinions

Customer first is the only way to resolve the marketing mix

The IDM Journal covers a lot of territory—the clue is in the name (direct, digital and data). That reflects the astonishing diversity of channels now available to marketers and the complex techniques that are covered under the umbrella term of...

Why Facebook Reactions are good news for evaluating social media campaigns

Evaluating any aspect of a marketing communications campaign is challenging, especially when the campaign includes social media. In the past, social media and paid social activity such as Facebook have been measured with metrics such as clicks...

Case Study

Gecko improves customer communications for Eurocamp

This case study looks at how European camping holiday specialist Eurocamp deployed a personalized digital print solution to help it streamline customer communications and improve customer rebook ratings.

Business Intelligence

DMA Insight: Consumer email tracking report 2015

Papers

Does personal innovativeness moderate the effect of irritation on consumers’ attitudes towards mobile advertising?

The existing literature shows that there is a negative relationship between irritation and consumers’ attitudes towards mobile advertising. In spite of this, little attempt has been made to reduce this effect. Thus, this study examines the...

Dawn of the digital age and the evolution of the marketing mix

Industry analysis of TV commercials: Do companies reflect audience profiles?

Reviews

The dark side of CRM — Customers, relationships and management

The book was written by Bang Nguyen, Lyndon Simkin and Ana Isabel Canhoto Routledge

Vol 17. No. 2 (Oct 2015)

Editorials and opinions

Excuse the interruption: How marketing still gets attention

Managing customer insight creatively through storytelling

What is marketing automation?

What should UK and US marketers do to prepare for the biggest threat to business continuity for a decade?

Business Intelligence

Customer acquisition barometer 2015

Papers

The art of mistiming: How interruptions make mobile coupon campaigns effective

Mobile app-etite: Consumer attitudes towards and use of mobile technology in the context of eating behaviour

Social media marketing evaluation using social network comments as an indicator for identifying consumer purchasing decision effectiveness

Reviews

Gaining insight from data

To some marketers, big data and analytics are still dubious concepts with little to offer the time-pressed digital marketer. For those who attended ‘Gaining data from insight’, an evening event run by MBN Solutions and hosted by IBM at its...

Vol 17. No. 1 (Oct 2015)

Editorials and opinions

Data: Infinity in a grain of sand

If you have been to the beach on your summer holidays this year, chances are you may have returned with a few grains of sand still clinging somewhere. One of the remarkable aspects of sand is just how much attention a single grain can demand...

When digital becomes human

Successful customer relationships need to balance both digital perfection and the human touch. Consumers are becoming more accustomed to using technology to interact with companies. Digital transformation is important to the success of those...

Data and creativity: Blessing or curse?

This article advocates the benefits to data-driven marketing of encouraging innovative personalities within the sector, and considers the practices and processes that need to be introduced within the sector for it to become a career where people...

Adding value to customer engagement through effective data compliance

Permission to market is a vital resource for companies and one they need to nurture. This article considers some of the methods that marketers must use as a result of legislation and others that they should use in order to optimize their...

What does mobile really mean for research?

Mobile is creating both new approaches and new insights for researchers. This paper explores the impact of the growing importance of the mobile channel and the proliferation of mobile devices, identifying the benefits and opportunities it brings...

Competitive marketing intelligence in a digital, data-based world

This article explores the applicability of some ideas from the world of competitive information and strategy to direct and digital marketing. It is based on the writer’s experience of working in both areas, particularly in customer insight. It...

Business Intelligence

Data privacy: What the consumer really thinks

The Direct Marketing Association has researched consumer attitudes towards privacy, data protection and data exchange in 2012 and 2015. This article presents findings from the most recent research wave, together with trend analysis comparing the...

Abacus Annual Trends Report 2015

By pooling transactional data from home shopping businesses in the United Kingdom, Epsilon Abacus is able to gain an insight into underlying trends across the sector. For the fifth year in a row, the report shows overall year-on-year growth in the...

Papers

Measuring the impact of security, trust and privacy in information sharing: A study on social networking sites

In the internet era, social networking websites have thrived. Computermediated communication has changed the rules of social interaction and communication. Most social networking sites, for example Orkut, Facebook, Google+ and Twitter, facilitate...

Return on web site visit duration: Applying web analytics data

Much research on internet marketing and e-commerce shares a great interest in a key performance metric for e-tailer success online: the shopper’s time spent on the web site, commonly known as ‘web site visit duration’. Visit duration has been used...

Book Reviews

DMA data protection day 2015 — In praise of transparency

Now a firmly established annual event in the data protection conference season, the Direct Marketing Association’s (DMA) Data Protection Day took place on 27 February. The conference agenda was understandably dominated by the shadow of the new...

Vol 16. No. 3 (May 2015)

Case studies

Case study: Tweets, hashtags and virality: Marketing the Affordable Care Act in social media

To help offset the costs brought on by insuring previously uninsurable consumers, the Affordable Care Act (ACA) needed adequate enrolments of millennials. To engage with this tech-savvy cohort, the Obama administration had to think outside...

Papers

Factors affecting consumer usage of QR codes

In recent years, various institutions have adopted the use of two dimensional bar codes, also known as QR (quick response) codes, for encoding information such as URLs that can be read by smartphones, digital tablets and other electronic devices...

Vol 16. No. 4 (Jun 2015)

Case studies

Using live data and social amplification to drive fan engagement

2014 was IBM’s 25th year sponsoring the Wimbledon Tennis Championships. As the technology partner to the All England Lawn Tennis and Croquet Club, IBM wanted to support the Club’s ambition to extend the visitor experience across digital channels...

Miele Professional

Miele Professional provides laundry and cleaning equipment and processes for which it identified the care home sector and hotel industry as prime prospects. Through the adoption of a content-driven email-led integrated marketing strategy, it has...

Editorials and opinions

Editorial: Navigating business-to-business marketing

Welcome to this special business-to-business (B2B) edition of the IDM Journal. The IDM manages a series of leadership and practice councils. These advisory boards provide a professional and experienced perspective of marketing in practice.

Best practice in business-to-business email

Most business-to-business marketers rely on email as a core channel in their campaigns. With a high degree of clutter, ensuring your message gets delivered, opened and acted on is critical. This article offers some practical advice on techniques...

Can marketing automation be the glue that helps align sales and marketing

Marketing is constantly challenged by sales to generate high-quality leads. This can turn into a focus on internal needs and processes, such as new marketing automation solutions, rather than understanding what prospects need and how this can be...

Content or Technology? Technology every time

Marketers have been focusing on outputs that deliver an immediate impact, such as content and creative. But if marketing wants to take its rightful place at the boardroom table, it needs to look seriously at the impact it can have on the...

Marketing automation: Lessons learnt so far

Marketing departments have been faced with an explosion in the number of technology solutions on offer to support their activities. This article offers practical lessons on what to consider before and during the adoption of marketing automation...

Opinion Piece: Content (adj.)

Content is highly appealing to marketers, but does not always have the same impact on prospects as is hoped for. This article argues that marketers need to consider adopting the opposite of business as usual in order to achieve the desired standout.

The great oxymoron: B2B UX

Studies over the years have shown that business-to-business (B2B) software (and to some extent websites) does not deliver the same experience as its business-to-consumer (B2C) counterparts. This piece addresses the need to consider UX more in the...

Unlocking the power of data under the new EU General Data Protection Regulation

Progress is being made on the proposed European General Data Protection Regulation, which is now expected to come into force in 2017/18. This article considers the issues that remain to be resolved and offers ten top tips for marketers to prepare...

Papers

Getting IT to work for marketing: Exploring collaboration between marketing and IT functions for the delivery of marketing innovation

The success of marketing automation investments depends on information technology (IT) delivery possibilities being effectively linked to marketing business needs. Innovators, however, have run into problems with collaboration between marketing...

Business reputation and social media: A primer on threats and responses.

With the emergence of the interactive web (or Web 2.0), social media applications gained enormous popularity among internet users, forcing businesses to adapt their marketing strategies and engage with social media as part of their marketing...

Vol. 16 No. 1 (Oct 2014)

Business intelligence

AOP Organisation Census 2014

Publishers are responding to the challenges of the new digital platforms for content with an enhanced focused on data and data skills. This article reports on the results of the sixth annual survey of AOP members about their investment plans...

Editorials and opinions

Editorial: Resisting the current to understand the tides

( 2 pages FREE download)

Opinion piece: Building digital skills through training — Merlin Stone, Journal of Direct, Data and Digital Marketing Practice Vol. 16 No. 1

A dual market exists for training - digital marketers who need to grasp the full breadth of both online and offline activity and conventional marketers who need to skill-up for the digital realm. This article considers the differing needs of these...

Optimizing your data management for big data

With the growth of big data, there is a risk of data management costs increasing before the business has seen any value from these new sources. This article outlines an approach to data management
optimization that increases the volume of data...

Legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments. (1 page)

Papers

Clicking through overload: When choice overload can actually increase choice

The existence of choice overload in the behaviour of online consumers is investigated through an experimental product category (electronic pencil sharpeners) on a fully functional online retail website for office supplies that was created for the...

The ups and downs of online dating: Effects of positive and negative antianticipatory emotions on participant volition bahaviour

Existing literature on customer emotions devotes much attention to postconsumption emotions, which are feelings elicited towards actual external stimuli. However, little is known about the concrete impact of consumers’ anticipatory emotions — the...

The value of Twitter for sports fans

Twitter has become a favourite social media vehicle for sports organizations looking to connect with fans. Less is known, however, about the value of tweets for the fans themselves. This research is a preliminary investigation into assessing this...

Reviews

Review — Figaro digital marketing conference

Review: Figaro digital marketing conference (4 pages)

Reviews — Applied predictive analytics and developing analytical talent

Applied predictive analytics: Principles and techniques for the professional data analyst, Developing analytical talent: Becoming a data scientist (2 pages)

Vol. 15 No. 4 (Jun 2014)

case studies

Barilla goes mobile with Ringo

Received (in revised form): 15th January 2014
Ringo snacks have gained celebrity endorsement and leveraged customer interaction through the use of mobile and web channels. This case study explains how interactions are being used to extend...

editorials and opinions

Editorial

Recent news that marketing budgets are growing is encouraging after half a decade of constraint. As more money flows towards activities that will increase sales and market share, some aspects of the last 5 years are likely to stay in place. (1...

Ethical marketing research in the digital age — How can academics and practitioners work together?

This piece considers how the experience of marketing practitioners and academics can be pooled to overcome ethical objections. (1 page, FREE download)

The marketing data space race

To understand what works in marketing requires research and pooled knowledge. To support this, the IDM is running a research programme which is outlined in this article. (2 pages, FREE download)

The e-Marketing SIG (beta) manifesto — Aligning research with practice in digital marketing

In early January, in the hip Google London headquarters, a group of senior university professors met to share and debate how best to align academic research with practice in digital marketing. (2 pages, FREE to download)

legal and regulatory updates

Legal and Regulatory Update

ICO reports on its enforcement; Germany finally moves on cookie Laws; Landmark judgement on intellectual property and online links; New search term marketing case; Nuisance calls latest; Midata initiative update (15 pages)

papers

Business Intelligence: DMA Customer Acquisition Barometer 2014

This paper reports on the findings from research among marketers into their customer acquisition practices. It considers how shifting attitudes among consumers towards privacy are being taken into account when marketers plan their data collection...

Customer experience in the omni-channel world and the challenges and opportunities this presents

This paper discusses the nature of the omni-channel customer and how this is driving change in the physical retail space. It considers the need for new technologies to support store staff and also new metrics to measure store performance. (5 pages...

Imputing unknown competitor marketing activity with a Hidden Markov Chain

This paper demonstrates via a case study on two competing products at a bank, how practitioners can use a Hidden Markov Chain to estimate missing information on a competitor’s marketing activity. (12 pages)

eWOM in online customer support communities: Key variables in information quality and source credibility

While an increasing body of research has examined the influence of eWOM on sales and consumer behaviour, little research has focused on the key dimensions of information quality and source credibility in online customer support communities. The...

Mapping customer journeys in multichannel decision-making

This study is focused on multi-channel shopping, which refers to the integration of various channels in the consumer decision-making process. It adopts an inductive approach allowing for realistic patterns to emerge of how consumers use and react...

Personality types and Facebook advertising: An exploratory study

The Five-Factor Model of personality types has been utilized by a number of computer science and psychology academics as a framework to explore aspects of internet adoption and, more recently, social media adoption and behaviours. While the use of...

Towards practical relevance — Delivering superior firm performance through digital customer experience strategies

Managers, consultants and scholars alike consider the digital customer experience (CX) as the next competitive battleground for firms worldwide. The development of corresponding CX strategies, however, faces a number of challenges.
This...

reviews

Reviews

Brand vandals: Reputation wreckers and how to build better defences; Data smart: Using data science to transform information into insight; Future Foundation conference — Big data and the future of insight; IDM data council discussion — Organizing...

Vol. 12 No. 3 (Feb 2011)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Why good bosses tune in to their people; Faster, faster — Brands must act in real time; Issues with statistical forecasting...

case studies

Serendipity2’s data & insights projects for Coca-Cola

Serendipity2 (S2) was recently presented with the 2010 award for ‘Best use of data within FMCG’ by the industry’s most prestigious data and insights awards organization for work done with Coca-Cola Enterprises (CCE). We describe two aspects of...

editorials and opinions

Editorial

A brief introduction to papers in this issue (2 pages, FREE to download)

Built in or bolt on: Why social currency is essential to social media marketing

How to make the most of social media is a leading topic for today’s marketers. This often focuses thinking on social media platforms like Facebook, Twitter or Foursquare, rather than gaining a deeper understanding of why consumers talk about...

legal and regulatory updates

Legal and Regulatory Update

Cookies saved (may-be) by UK response to revised E-Privacy Directive — Stephen Groom
The UK Government launched a consultation on the implementation of the ‘Citizens Rights Directive’ 2009/136 (‘CRD’), which among other things amends the...

papers

An examination of the profitability of customers acquired through price comparison sites: Implications for the UK insurance industry

The widespread adoption and entrenchment of online price comparison sites as a customer acquisition route by insurance companies, coupled with rapidly increasing use of such sites by consumers has had a profound effect on the profitability...

Data governance — Protecting and unleashing the value of your customer data assets

Many organizations are waking up to the fact that customer data is a valuable corporate asset that needs careful protection and their value actively managed or ‘governed’. An increasing number are also discovering the hard way that data can also...

The evolving data architecture of social customer relationship management

Social media enables the brand to extend its personality to engage with consumers on their terms, at the time, place and channel of their choice. Replacing traditional customer relationship management (CRM) with a Facebook fan site (for instance...

reviews

Reviews

Reviews: Naked marketing: How the 4Ps have destroyed business — Sue Nelson; Consumerology — Philip Graves; Creative B2B branding (no, really): Building a creative brand in a business world — Scot McKee (10 Pages, £19.50)

Vol. 13 No. 1 (Aug 2011)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: The make-buy decision in marketing financial services for poverty alleviation; Banking the poor: The role of mobiles; Building...

case studies

Which? — Revitalizing an invisible brand: A tale of 6 years and three stages of evolution

This is the story of rebuilding a subscriber base and revitalizing one of Britain’s best-loved important brands. It’s a story of a journey that has taken 6 years to date, which has at its heart direct marketing discipline and data insights that...

editorials and opinions

Editorial: The IDM goes digital

A brief introduction to papers in this issue. (2 pages, FREE to download)

Social CRM: How companies can link into the social web of consumers

Social networking and other new technologies have given rise to the ‘social consumer’, who now has the means to share reviews and opinions about virtually every kind of product and service. As a result, the days of the one-to-one relationship...

legal and regulatory updates

Legal and Regulatory Update

OFT demands transparency on paid for promotions (Tom Harding) and Northern Ireland prize draw rules may be brought into line with rest of UK (Stephen Groom)

papers

CRM in a web 2.0 world: Using corporate blogs for campaign management

Customer anxiety and cutbacks are the biggest factors influencing marketing budget allocation in recent times. The collaborative web or Web 2.0 as it is termed provides several low-cost opportunities for marketing and customer relationship...

Data governance — Protecting and unleashing the value of your customer data assets

Many organizations are waking up to the fact that customer data are a valuable corporate asset that needs careful protection and its value actively managed or ‘ governed ’. In the last edition of the IDM ’ s Journal of Direct, Data and Digital...

Online research: methods, benefits, and issues — Part 2

This paper is an update of the one written in 2002, when online surveys had made a significant impact on research in the USA, but were yet to take hold in Europe and elsewhere. Part 1 of this paper, published last month, described the...

reviews

Reviews

Reviews: Beyond the familiar — Patrick Barwise and Sean Meehan; Persuasive advertising: Evidence-based principles — J. Scott Armstrong (with collaboration from Gerry Lukeman and Sandeep Patnaik; The cloud circle; DMA data protection conference. (7...

Vol. 13 No. 2 (Oct 2011)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: What price loyalty? A fresh look at loyalty programs in the credit card industry; Consumer loyalty on the grocery product...

editorials and opinions

Guest Editorial: Advanced Analytics

A brief introduction to papers in this issue. (2 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments in the Cookies law, travel payment surcharges, subjective redundancy, and adverts with an ‘invitation to purchase’. (10 pages)

papers

Applications of Monte Carlo Simulation in marketing analytics

Monte Carlo Simulation (MCS), originally developed in the 1940s for use in nuclear weapons design, is playing an increasing role in commercial applications, including marketing and Customer Relationship Management (CRM). It provides an efficient...

Can citizen analytics transform the public sector?

This paper is set against a backdrop of significant public sector cuts. In that context, it looks at the opportunities and challenges facing the public sector, in particular the local government, as it begins to consider adopting increasingly...

Data analysis across various media: Data fusion, direct marketing, clickstream data and social media

As the volume and diversity of digitally stored data keeps growing, the importance for the business to create a holistic picture of the customer continues to grow. In this paper, we discuss the possibilities available to researchers with four...

Digital user segmentation and privacy concerns

How valuable, and, at the same time, how respective of privacy is the web? This paper uses conjoint techniques to assess how online users make the trade-off between use of free online applications and the desire to protect their privacy. (10 pages)

Gaining competitive advantage through the analysis of customers’ social networks

Recently, companies have become interested in understanding customers’ social networks — and gaining competitive advantage through this understanding. Analysis of social interactions can potentially provide great value! (13 pages)

Neighbourhood effects and their implications for analytics and targeting

Currently, there is a renewed interest in utilizing the power of interactions between consumer relationships to increase the effectiveness of marketing campaigns. These effects have long been seen in small-scale experimental units, and it is now...

Vol. 13 No. 3 (Jan 2012)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Cloud technology: A new way of working with IT; A bright light for business; How global laws protect your data; Find your way...

case studies

The IDM National Student Competition 2010 – 2011

Undergraduate competition
What follows is a somewhat unusual contribution in our Case Study slot — inasmuch as it is a theoretical rather than a practical exercise. But bear with us for a moment. For the last 14 years, the IDM has been...

editorials and opinions

Editorial

A brief introduction to papers in this issue. (2 pages, FREE download)

How to leverage training to empower the creative leaders of tomorrow

Learning & development (L&D) is a dynamic field that is currently in a state of great transition. At present, organizations are faced with the task of managing the economic, technological and social shifts revolutionizing every facet of business...

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments: the Cookies Law; the Copyright and Rights in Databases Regulations; the meaning of ‘opted-in’ in campaign provider agreements; and the extension of the UK’s highly regarded self regulatory system for...

papers

Intelligent markdown pricing

Many businesses, in a diverse range of industries, employ price markdown strategies in order to reduce wastage and losses incurred when products reach the end of their selling periods. This paper aims to demonstrate the commonalities in markdown...

The hunt for the red herring: Measuring commercial effects of social media

The need to prove the effectiveness of social media in producing sound commercial results is one of the biggest current barriers in making this new marketing paradigm essential in new communications mixes. As is often the case with new digital...

Understanding the value of customer data

That customer or consumer data have a value is universally accepted, as is the difficulty of quantifying that value. However, more organizations are finding it necessary to try. This paper provides businesses with a conceptual framework for...

reviews

Reviews

Review: Up Smith Creek — George Smith (2 pages)

Vol. 13 No. 4 (Apr 2012)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Mad Man of Havas just wants to be Mr Nice Guy; The social media faces of major global financial service brands; Suboptimal...

case studies

Marketing Campaign for the training and development agency for schools: ‘Be part of the next generation of teachers’

Editor’s Note: In our last issue, we published the runner-up entry in a student competition to set out a marketing campaign for the Training and Development Agency for Schools, in their attempt to secure greater entry to the teaching profession...

editorials and opinions

In Memoriam: Professor Derek A Holder F IDM (1951-2012)

Professor Derek A Holder F IDM (1951 – 2012)
Co-Founder and Managing Director of the IDM
Co-Editor in Chief, Journal of Direct, Data and Digital Marketing Practice

Mobile — More than a magic moment for marketers?

Since the year 2010, the adoption of ‘smart mobile devices’ by consumers in the United Kingdom has increased dramatically. The mobile phone is ubiquitous. More mobile phones exist than personal computers. The interactive digital capabilities of ...

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments: EU Data Privacy laws; breaching copyrights with the misuse of images; breaking CAP codes in promotion marketing and the consequences imposed by the ASA (10 pages)

papers

Data governance — Protecting and managing the value of your customer data assets. Stage 3: Identifying and controlling the risk in using third-party processors

In a previous edition of the IDM’s Journal of Direct, Data and Digital Marketing Practice, we made the case for investing in your customer data and outlined an effective approach for improving the quality of data over the long term. With the case...

From data hoarding to data sharing

Sometimes assumptions run so deep that they are rarely even discussed, never mind questioned or challenged. Direct marketing has one such assumption: that it is the organization alone that collects, analyses and uses ‘customer’ data. The...

Perceptions of mobile coupons: A cross-national study

This study investigates cross-national differences between young consumers’ intentions to use mobile coupons and their attitudes towards SMS coupons. A survey was conducted for collecting data from the universities in the US, Korea and Taiwan. The...

Social media posters and lurkers: The impact on team identification and game attendance in minor league baseball

Social media has exploded over the past few years, with sport fans now actively contributing to social networks, blogs, news feeds and content-sharing sites. Because social media tools encourage user engagement, they should also increase consumer...

Vol. 14 No. 1 (Aug 2012)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Accounting scandals in the context of corporate social reporting (CSR); Up to 40 per cent of high street shops ‘will close over...

case studies

Ten inbox secrets: What eye tracking reveals about designing better emails

This paper synthesizes the findings of a research project using eye tracking technology to study the effectiveness of email designs across a variety of market sectors and demographics, with the objective of identifying common techniques that could...

editorials and opinions

Editorial

A brief introduction to papers in this issue. (4 pages, FREE download)

The digitally excluded consumer — Options for marketers

The drive by government and business to migrate to digital channels ignores a significant group of people who are not connected to the internet. On average, companies spend a third of their marketing budget on digital channels, yet a fifth of...

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments: The Department for Energy and Climate Control’s Smart Metering Implementation Programme; The judicial review of a radio station ‘political ad’ ban and; The OFT’s review of MoreNiche’s affiliate...

papers

An empirical investigation of social network influence on consumer purchasing decision: The case of Facebook

Social networks are becoming an efficient tool for IT-based business, by providing several services for both consumers and marketers. The aim of this paper is to investigate to what extend social networks, as Facebook, influence consumers...

From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics

The use of web analytics to improve online marketing dates back to the 1990s when the first web analytics systems were developed. Yet, recent research suggests that many companies are failing to utilize core web analytics best practices and are...

reviews

Reviews

Reviews: Marketing Analytics 2011 — Conference report; Practitioner book review: Spending advertising money in the digital age — how to navigate the media flow; Campaign it!: Achieving success through communication; Digital wars: Apple, Google...

Vol. 14 No. 2 (Nov 2012)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: the impact of social network-based segmentation on customer loyalty in the telecommunication industry; How customer...

business intelligence

From customer loyalty to social advocacy

This paper highlights research into the improved effectiveness shopper
insights can bring to social marketing programmes. By targeting known
customers through their purchase history and identifying those active and influential in social...

What works where in B2B digital marketing

This paper highlights the key findings of a 2-year study of best practice in business-to-business (B2B) digital marketing. The research aims to provide practitioners with an insight into what senior B2B decision makers believe to be the most...

case studies

Greggs — Superstar Doughnuts prove the sales power of social networks

Gaining awareness of a new product usually requires a large advertising budget. In its absence, Greggs used social media to generate engagement with a set of characters created for a new doughnut range. By encouraging engagement with specific...

Thunderhead

Customer communications management software vendor Thunderhead needed to generate demand for its application among senior executives operating in Europe’s largest banks and insurers. As a vendor of personalization, multi-channel software, the...

editorials and opinions

Editorial

A brief introduction to papers in this issue. (2 pages, FREE download)

Digital by default? Maybe not: A response to Dick Stroud

Organisations should give proper consideration to those of their customers who are not online or are light users of the internet, as channel shift to digital may not always be the right move or yield the best return.
(6 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments: the best of the unofficial Olympic advertising; misleading tweets, and the rise of complaints about unsolicited calls (6 pages)

papers

Measuring the diffusion of marketing messages across a social network

The last few years have seen significant investment in social media as an advertising, marketing and customer outreach opportunity. In the US alone, in 2010, almost $ 1.7bn was spent by advertisers on social media marketing, with 53 per cent...

Quality control in the recording and matching of personal names

This paper addresses means of reducing the confusion and errors that can arise as a result of differences in the way that an individual’s personal name may have been recorded. This may result in not being able to trace a customer, not being able...

reviews

Reviews

Review: The Science of Social: Beyond hype, likes & followers (2 pages)

Vol. 14 No. 3 (Apr 2013)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Simple strategies to win and keep customers profitably; Behavioural perspectives of customer engagement: An exploratory study...

business intelligence

DMA data tracker: Analysis of four waves of research

The Direct Marketing Association has conducted research on consumer attitudes towards the use and security of their data by organizations four times in 2010–2012. During this time, trends have emerged that indicate an increasingly data-savvy...

Marginal gains and innovating in digital marketing — A study on implementing best practice

The introduction of best practices inside organizations is akin to a series of marginal gains, that when aggregated together, will lead to significant gains in performance rather than any kind of great leap forward. Stream:20 introduce a...

UK publishers facing digital challenges

The Association of Online Publishers Content and Trends Census highlights the growing importance of mobile internet for publishers; as audiences increasingly access websites via mobile devices, one of the biggest challenges for publishers becomes...

case studies

How IRN-BRU made its first million (YouTube views)

IRN-BRU commissioned a new commercial that was distributed via a single tweet linking to YouTube before being broadcast. This article examines the way the link was distributed across Twitter and the impact that different networks of followers had...

Transport for London Countdown

The subject of this case study is the Transport for London bus Countdown system. It considers how an internal data source, used for payments to contractors, has been developed into a new class of customer service. The article looks at the...

editorials and opinions

Editorial

An introduction to papers in this issue by the Editor in Chief. (2 pages, FREE download)

Editorial

A brief introduction by the IDM’s new CEO. (2 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments: Preparing to manage privacy Risks; Did assignment of rights ‘arising from the performance of the services’ work?; New ASA ‘do-not-track’ regime; Pepsico promotion under the ASA cosh. (15 pages)

papers

Census-taking in the United Kingdom: 2011 and beyond

Census-taking in the United Kingdom has never been through a more crucial period — in terms of delivering results from one census, while also researching into options for the future. This paper looks at both activities, starting with a review of...

Getting to the bottom of Panadora’s Box

This paper proposes that the consumer perspective has been overlooked in implementing Customer Relationship Marketing (CRM). Examples are given of how firms have ignored the consumer side of the CRM promise, misused customer data and failed to...

The impact of experience on companies’ reactions to negative comments on social networks

Owing to the increasing adoption of social networks among consumers and the effect of their online negative reviews on firms’ profitability, this paper explains research into possible strategies for replying to negative word-of-mouth (nWOM). On...

reviews

Reviews

A selection of reviews: Marketing to the ageing consumer: The secrets to building an age-friendly business — Richard Webber; In data we trust: How customer data is revolutionizing our Economy — David Reed; The Drum’ s 4 min Warning — Conference...

Vol. 14 No. 4 (Jul 2013)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Strategic price positioning for revenue management: The effects of relative price position and fluctuation on performance...

business intelligence

AOP organization census 2013

The digital publishing industry will continue to innovate, according to the results of the latest AOP Organization Census 2013, and new product launches remain high on the agenda, with nine out of ten publishers expecting to have new products in...

case studies

Social media marketing analytics: A case study of the public’s perception of Indianapolis as Super Bowl XLVI host city

Using the example of a major event, this case study shows how social media analytics can be used for real-time assessment and issue identification. We introduce a method of using social media analytics that enable both broad overall assessment and...

T-Mobile Treat Van

T-Mobile is well known for great value contracts and deals, but unlike the other ‘proper’ mobile networks, it is not known for its customer loyalty benefits. With a limited budget and compressed timeline, we developed a pilot online loyalty...

editorials and opinions

Editorial

The new direct world and the skills it demands (2 pages, FREE download)

Editorial

A snapshot of the IDM’s future (2 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments: German court decides which country’s data protection laws apply to Facebook; Social media and compliant financial promotions: An oxymoron?; Could new CAP behavioural rules apply to connected TV? (7 pages)

papers

How changes in word frequencies reveal changes in the focus of the JDDDMP

Accounts of changes over time in the focus of direct marketing need not necessarily be subjective. Analysis of the frequency with which words appear in the Journal of Direct, Data and Digital Marketing Practice makes it possible to identify...

The evolution of direct, data and digital marketing

Since the late 19th century when the concept first originated, Direct Marketing (DM) has evolved from a process that underpinned a distinct mode of transacting business with customers into an activity in which virtually every large organization is...

reviews

Reviews

A selection of reviews: The Victory Lab: Full of secrets, but can they swing an election?; 24 months in the life of data; Leading data trends in 2012; Predicted data trends for 2013; DMA technology summit. (12 pages)

Vol. 15 No. 1 (Nov 2013)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Building the perfect analytics analyst: What will it take to succeed in the future of Identifying revenue opportunities via...

business intelligence

DMA print tracking: Attributes of media channels

Marketers have to make choices about the media channels they use to distribute their message. This research study examines the attributes that consumers ascribe to different channels and how important these are when receiving marketing information...

Highlights from the 2013 Abacus Annual Trends Report

The 2013 Abacus Annual Trends Report is designed to give a view into consumer spending patterns in the UK home shopping market. This report was made possible by the collaboration of direct commerce businesses that willingly shared their full...

The 2013 Customer Intimacy Index

In the difficult economic climate currently facing businesses of all sizes, focusing on marketing efforts that retain customers and build strong, profitable relationships has become more important than ever. This research, commissioned by database...

case studies

Adopting a new brand language at Cisco

Cisco is undergoing a transformation in its business to put itself at the heart of the ‘Internet of Everything’. At the same time, it is seeking to ensure its customers enjoy a positive experience of the brand. Language was identified as an area...

IDM Student Competition 2013: English Wine Week

Each year, the Institute of Direct and Digital Marketing Student Competition sets entrants a live client brief to which they have to create a compelling response. In 2013, students were required to develop a plan for English Wine Week and show how...

editorials and opinions

Editorial

Do you add, multiply — Or see mobile first? (1 page, FREE download)

Editorial

Going back to the future and why it’s a good thing. (2 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments: LinkedIn-junction; In Google Spain v AEPD, Advocate General Jääskinen wrestles with ‘right to be forgotten’; ICO and CAP each publish new ‘social engagement’ guidance; Supercar Lifestyle promotion...

papers

Customers’ online shopping preferences in mass customization

Mass customization has become important to business because of the difficulties for customers in finding what they want despite an increase in product variety for many categories over the past decades. The emergence of modern technologies in...

New influentials: An exploratory study on blogs

Influentials are individuals whose opinions and behaviours affect other people’s choices, and online influentials include bloggers. The authors performed exploratory research to understand how bloggers use their influence to support commercial...

Social network influences on young tourists: An exploratory

Several studies have identified the key determinants of customers’ intentions to purchase online, as well as the impact of electronic word of mouth (eWOM) communication on their judgements. Despite the large volume of contributions to this topic...

reviews

Review

Fresh faces and business cases: The 10th IDM B2B marketing conference. (6 pages)

Review

Figaro digital marketing — Conference review. (3 pages)

Vol. 15 No. 2 (Dec 2013)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Curvilinear effects of corporate social responsibility (CSR) and benevolence on loyalty; Pricing in a social world: The...

business intelligence

AOP content and trends Census 2013

The new Association of Online Publishers Content and Trends Census sees publishers shifting emphasis to the value of data to drive their businesses. Concerns are revealed about the risk of loss of control of data when it is requested by agencies...

fast.MAP Marketing-GAP research — IDM-sponsored questions

For 9 years, research firm fast.MAP has been surveying consumers about their reactions to a range of marketing activities and asking marketers to anticipate what their responses will be. The difference between these two sets of answers is the...

case studies

Piano Media profiles visitors and drives conversion

Publishers need to attract visitors to their websites with free content and encourage them to register for enhanced access. These registered users are the best prospects for conversion to paid subscription, but it is challenging to identify which...

editorials and opinions

Editorial

New ways to gain insight into new behaviours. (2 pages, FREE download)

Co-operation between academics and practitioners — hope for the future?

This piece explores how academic writers can make their work more relevant to practitioners, and what practitioners can do to help them in this. (3 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments (15 pages)

papers

Consumer acceptance of mobile marketing communications using the QR code

US retailers have begun to utilize the Quick Response (QR) code in their transmission of mobile marketing communications. This research explores US consumers’ adoption intentions towards the QR code in the retail environment by incorporating two...

Research in a world without questions

The paper explores the extent to which researchers can uncover insight and meet client expectations without asking direct questions. It centres on observation, experimentation and behavioural change, and critically explores a number of methods...

reviews

Reviews

Reviews: IDM Data Council open data discussion; DataIQ Future Summit 2013 — Conference Reviews; Open Data Institute/Institute of Direct and Digital Marketing joint event. (14 pages)

Vol. 15 No. 3 (Mar 2014)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Perceived needs and emotional responses to brands: A dual-process view; Country-of-origin marketing: A list of typical...

business intelligence

Business Intelligence: Retail showrooms, mobile sales

Consumer behaviour is changing as a result of the adoption of smartphones, in particular the way individuals shop. This article considers the way in which ‘showrooming’ — considering goods in a retail outlet and then purchasing them online — is...

The insider threat to data assets

With the growing importance of data as a driver of business value, security is becoming ever more important. This article looks at recent research carried out into the perception of different types of threat and the level of confidence among...

case studies

Decca tests contextual mobile marketing

As the largest classical music event in the world, the Proms offers a significant opportunity to engage with music lovers — but only if strict marketing rules can be respected. This case study explains how music label Decca trialled the new mobile...

editorials and opinions

Editorial

(2 pages, FREE download)

Special Issue Guest Editorial

Focus on Mobile Marketing. (1 page, FREE download)

Apple iBeacon technology briefing

A new generation of low-cost devices is allowing marketers to track the exact location of consumers via their mobile devices. This article explains how the technology works and proposes a number of ways in which marketers might leverage the...

Marketing in a mobile-first world: Tackling the why and the how

This discursive paper considers how mobile usage among consumers has developed differently in India and other emerging markets compared to the developed West. The author looks at the behaviour of a young generation that has only ever connected to...

Monitoring mobile app performance

The pivotal role of mobile apps turns up the pressure on brands and organizations to anchor business applications on mobile platforms. This article explains why monitoring and managing app performance is essential to delivering apps and...

The consumer data revolution: The reshaping of industry competition and a new perspective on privacy

Competitive advantage for businesses is now to be found in the use of data to understand customers. In this new data age, however, the individual is gaining a new power to demand a fairer share of the economic value of personal information. This...

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments (16 pages)

papers

Demographic differences in recall and recognition rates of in-game advertisements

In recent years, there has been growing interest from advertisers in product placements in video games. While studies have been conducted on the effectiveness of such in-game advertisements, they have generally been limited owing to the profile of...

reviews

Reviews

Review: MRS conference review: Tracking a decade of changing Britain (3 pages)

Vol 16. No. 2 (Jan 2015)

Editorials and opinions

Editorial: Softening up the marketplace for skills

As you might expect from the official publication of a training institution, the IDM Journal pays close attention to the ongoing demands of the marketplace in terms of the skills that employers are looking for and the demand from practitioners for...

Opinion piece: The new (and ever-evolving) direct and digital marketing ecosystem

Marketing is operating within a complex and rapidly evolving ecosystem that combines internal and external resources. This article considers the elements that are in play and how they are affecting the way in which marketers themselves need to...

Opinion piece: Holistic customer insight as an engine of growth

Customer insight is a widely used term — but also a misused one. This article considers the core components, both defining and technical, for a customer insight function that will lead to genuine business performance improvements.

Opinion piece: Time to take control? How to manage your own marketing resource allocation

When it comes to how best to spend a marketing budget, marketers are probably not short of advice. Agencies, media planners, product managers, finance directors and channel managers can all try to influence their decisions and, in some cases...

Opinion piece: The revolution will be digitized

This article draws on interviews with influencers in the retail industry to look at how the next stage in the digital revolution is reshaping the future for retail leadership.

Case studies

Case Study: Layered media test drives sales for The Co-operative Energy

The Co-operative Energy worked with The Blueberry Wave to use data-driven targeting and layered media testing to cut through market noise and drive sales. This case study examines how the campaign enabled the business to raise awareness and...

Case Study: Behaviour change and copy — Tackling Bangor University Library and Archives Service debts

Papers

Virtual communities’ antecedents and marketing dynamism: An empirical study of tourists visiting Varanasi

The dawn of the age of Web 2.0 technologies has completely transformed interpersonal interactions and communications worldwide. Connectivity, convergence, collaboration and transparency provided by these socio-digital platforms has led to the...

Vol. 12 No. 2 (Oct 2010)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: The true cost of your IT; How innovators are changing IT offshoring; Competing through organizational agility; The effect of...

case studies

Case Studies from the DMA 2009 Annual Awards

Case Study 1 - In the DMA’s Annual Awards for 2009, the Gold Medal in the IT/ Telecommunications section was won by Ogilvyone and their client IBM. IBM has a long association with the Wimbledon Tennis Championships, having been the main...

editorials and opinions

Editorial

A brief introduction to papers in this issue (2 pages)

Customer retention management in the recession

The purpose of this article is to explore customer retention strategies and tactics
implemented by firms in recession. Our investigations show just how big a challenge many organizations face in their ability to manage customer retention...

Integrating social into your business

In late 2005, I wrote a paper for this journal entitled ‘Customer communities herald new ground rules for successful marketing ’. At that time, the terms ‘social networking’ or ‘social media’ had yet to enter the mainstream. Instead, the digerati...

legal and regulatory updates

Legal and Regulatory Update

Revisions to the Market Research Society (MRS) code of conduct — Peter Mouncey.

Following a lengthy period of consultation with Market Research Society (MRS) members, a revised version of the MRS Code of Conduct came into force on...

papers

An introduction to data mining and other techniques for advanced analytics

This paper reviews the use of data mining (DM) for extracting patterns from large databases, held by companies such as banks, retailers and telco operators. The DM process is discussed, together with the ideal architecture, for applying this...

e-Retail - Using home delivery as a service differentiator and strategic marketing tool

This paper proposes to marketers engaged in e-Retail marketing, the importance of using the quality of their organizations’ ‘home delivery’ service as a means of differentiating their online offer to drive new sales and retain existing customers...

The rise of Volunteered Personal Information

In its history, marketing has only had two forms of information to play with: market research (which is primarily qualitative and/or statistical), and transaction/interaction data (which are granular and personally identifiable). When transaction...

Vol. 12 No. 4 (May 2011)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Creating shared value (CSV); Critical vision in a challenged world; Creating value in the age of distributed capitalism...

case studies

The Salvation Army: How to improve a best-of-breed donor recruitment campaign

Adding new media channels to a successful campaign helped the Salvation Army recruit signifi cantly more new donors and maintain exceptionally high returns on investment. Integrating those new channels allowed them to take even larger steps...

The Salvation Army: How to improve a best-of-breed donor recruitment campaign — Mike Colling, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 4

Adding new media channels to a successful campaign helped the Salvation Army recruit signifi cantly more new donors and maintain exceptionally high returns on investment. Integrating those new channels allowed them to take even larger steps...

editorials and opinions

Editorial

A brief introduction to papers in this issue. (3 pages, FREE to download)

In which contexts do different market segmentation strategies work best?

Segmentation is a term that is found in every textbook and every course on marketing; a number of articles have been devoted to it in learned journals. It is therefore a matter of surprise that nowhere in this mass of material has the author been...

legal and regulatory updates

Legal and Regulatory Update

The following articles of current interest come from September 2010 update of Osborne Clarke's advertising and marketing website (www.marketinglaw.co.uk), which is updated monthly.

New online ad control regime to be imposed without...

papers

Connected customer lifetime value: The impact of social media

In this paper, we extend the general defi nition of Customer Lifetime Value (CLV) to include the value of influence associated with a consumer’s network or connections. We introduce Connected Customer Lifetime Value (CCLV) as the present value of...

Online market research: Methods, benefits and issues — Part 1

This paper is an update of one written in 2002, when online
surveys had made a signifi cant impact on research in the USA, but were yet to take hold in Europe and elsewhere. This latest paper — part 1 of 2 — describes how online market research...

Towards integrated e-marketing value creation process

This study proposes a new approach to ‘integrated e-marketing value creation’ processes on the internet in order to provide insights about how to develop successful marketing strategies in the digital world. The study first discusses the changes...

reviews

Reviews

Reviews: Marketing analytics conference report, The changing mission of marketing data and Direct and digital marketing in practice. (3 pages)

Vol. 9 No. 4 (May 2008)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes...

case studies

VisitScotland campaign: Climbing the ladder — The IDM Business Performance Awards 2006, Highly Commended

VisitScotland is Scotland’s official tourism agency. VisitScotland’s remit is to create and nurture a strong ‘Scotland’ destination brand by producing high impact marketing communications for a diverse target audience to encourage first time and...

editorials and opinions

Editorial

A brief introduction to this issue's papers. (2 pages, FREE download)

Complaint management

Customers are contacting organisations all the time about their dissatisfaction with products and services. If an organisation really wants to understand its customers, the first thing it should do is to ensure that it has effective complaint...

papers

Collaborative CRM: A missed or a mythical opportunity

This paper considers the way in which retailers and manufacturers work together to maximise sales. The paper highlights key issues surrounding the successful development of customer relationship management (CRM), and explores these issues with...

Data optimisation

This article is a lightly edited version of a presentation given by the author at the IDM annual seminar in the spring of 2007.(8 pages)

Donor profitability measurement: Part 2 — Making donor-level profitability work

General profitability rule found: using further donor profit case studies, there is a repeating and broadly similar 'profit curve' across widely different charities and countries. It appears that there is a 'natural law' of profit distribution at...

The true cost of fundraising: Should donors care?

In response for calls for greater accountability and transparency in the voluntary sector, this paper reports the results of a major new benchmarking study of the fundraising performance of the UK’s Top 500 charities. It focuses on the performance...

reviews

Reviews

Review: Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology. (3 pages)

Vol. 9 No. 3 (Jan 2008)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Affiliate marketing; Fulfilment, The ‘ edgy ’ 2012 logo has abolished Olympian grace and geography; The role of internal...

editorials and opinions

Editorial

A brief introduction to this issue's papers. (2 pages, FREE download)

Social media: Should marketers engage and how can it be done effectively?

From the success of social networking sites to the explosion in user-generated content, we have seen a dramatic shift in how consumers interact with the internet. The rise of social media as an influential marketing channel has, however, caught...

Web 2.0 commentary

When push comes to shove the assumptions at the heart of marketing are pretty simple. Marketing is about persuasion by communication. Marketers send persuasive messages to consumers, who internalise these messages and then act upon them. (3 pages)

Web 2.0:Profiting from the threat

By all accounts, Web 2.0 — the second generation of web-based services and communities that emphasise online collaboration, networking and user-created content — is growing at a phenomenal pace. A recent Booz Allen Hamilton study shows just how...

legal and regulatory updates

Legal and Regulatory Update

Web 2.0 — The key legal questions: (6 pages)

papers

Falling in Love 2.0: Relationship marketing for the Facebook generation

Until now the relationship between brands and consumers has been one way. The rules of marketing had to change, and the web has proved a catalyst in bringing the changes forward and amplifying their scale. The removal of frictions in the spread of...

Mail 2.0: How digital is driving the re-invention of mail

The transformation of the media and communications landscape following the emergence of digital in the mid-1990s is being given new impetus with Web 2.0. In that context, this paper considers the changing social and commercial role for consumer...

Social networking: An age neutral commodity — Social networking becomes a mature web application

This paper discusses how Social networking has quickly matured to become relevant to all age groups and types of consumer. The paper explains the fundamentals of social networking, traces its origins and explains the reasons for its rise to...

The rise of enterprise 2.0

This paper looks at how collaborative technologies are being adapted inside the enterprise, based on global field research involving more than 2,800 executives, and enriched by an online board discussion contrasting motivations of early versus...

Web 2.0: Conceptual foundations and marketing issues

This paper identifies the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media. It examines the relevance of Web 2.0 for Marketing Strategy and for Direct Marketing in...

Vol. 9 No. 2 (Nov 2007)

abstracts

Abstracts

Summarising significant articles recently published, this issue includes: Identifying cross-selling opportunities, using lifestyle segmentation and survival analysis; Generation X and Y’s internet banking usage in Australia; Brand portfolio...

case studies

Tesco Stores Limited: The IDM Business Performance Awards 2006, Silver Award Winner and Innovation Winner Campaign: Tesco Clubcard — Simpler and more rewarding

Tesco Stores Limited’s world leading Clubcard loyalty scheme has been successful for over ten years. Clubcard and the warehouse of data it generates are at the centre of Tesco’s retention strategy. In 2003, Tesco observed warning signs that their...

The Royal British Legion: The IDM Business Performance Awards 2006, Bronze Award Winner Campaign: 60th anniversary appeals

The Royal British Legion case demonstrates that a well coordinated and sensitive approach to an emotionally charged event can reap impressive long term rewards. The Legion balanced their need to fundraise with their objective to activate diverse...

Vodafone Limited campaign: Welcome Call — The IDM Business Performance Awards 2006, Highly Commended

Vodafone enhanced the ‘welcome’ moment of truth for their customers, resulting in short and long term increases in revenue. Vodafone built up knowledge about their customers and applied it to create an optimum match between existing products and...

editorials and opinions

Could shared responsibility on consent , data maintenance, the environment, and data security provide a renaissance for direct communications ? (abb.)

This opinion piece explores the relationship between consumers, their data and the direct marketing industry. The author looks at how the balance of data ownership and management may shift toward the consumer in the battle for trust, and in...

Editorial

A brief introduction to this issue's papers. (2 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments in consumer protection, direct marketing, communications, media regulation, copyright and data protection. (13 pages)

new technology briefings

A guide to email deliverability for B2C email marketers

Getting your email campaigns past spam filters has been a key concern for email marketers for some time. If your email campaign gets classified as spam, the response rate will be a fraction of the potential. On average, around 20 per cent of...

papers

Guerrilla video: Why and how web video will change the fabric of the web

The author discusses why video imbedded into websites will be one of the most significant developments in online marketing. He explains the developments that have enabled the explosion in web video to occur and the opportunities it creates for...

Media hype or scandal: Exploring participation TV best practice

Examines the current scandals in television surrounding phone in competitions and their long-term effects on consumer trust. It argues for new best practice guidelines which will evolve in line with new technologies. (8 pages)

The Megatrends: What to expect in direct and interactive marketing in 2010

This paper is a transcript of the closing keynote speech at the May 2007 IDM Symposium, sponsored by Oracle. (12 pages)

reviews

Reviews

Review: Marketing in the Era of Accountability. (4 pages)

Vol. 9 No. 1 (Aug 2007)

abstracts

Abstracts

Summarising significant articles recently published, this issue includes: Relationship marketing and customer loyalty; Is e-Marketing coming of age? An examination of e-Marketing and firm performance; Loyalty marketing in the world of consumer...

case studies

AA Motor Insurance: The IDM Business Performance Awards 2006, Diamond Award Winner Campaign: ‘The AA team — Here to get you a better deal’

The AA motor insurance case shows how to revive a traditionally perceived brand, enabling it to win customers in a highly competitive, confused marketplace. The AA began by commissioning research to identify the principal concerns of customers and...

Powergen: The journey to marketing optimisation

Use of propensity modelling to improve performance of direct marketing activity can be very effective on a campaign-by-campaign basis. Increasing sophistication in the way in which propensity models are applied can also deliver dramatic results...

editorials and opinions

Editorial

A brief introduction to this issue's papers. (2 pages, FREE download)

The challenges facing today’s business leaders

WPP companies provide clients with advertising, media investment management, information, insight and consultancy, public relations and public affairs, branding and identity, healthcare and specialist communications. Collectively, WPP employs 98...

legal and regulatory updates

Legal and Regulatory Update

This issue provides an overview of recent key legal developments in telephone marketing, data protection, sale of goods, consumer protection, technology, e-commerce, copyright, Voice Over Internet Protocol (VOIP) and advertising.

papers

A comparison of the characteristics of eBay consumers and eBay nonconsumers

Understanding the variables that influence eBay auctions has received much interest from academic researchers. Most studies concentrate on the effects of auction characteristics on the success of eBay auctions. A few studies identify consumer...

Donor profitability measurement

This paper examines, through analysis and a case study, the profitability of individual donors. The purpose is to examine these questions: what can we learn about the range and distribution of donors, who counts the most profit-wise, and what are...

Pop-ups, pop-unders, banners and buttons: The ethics of online advertising to primary school children

The growth in children’s access to the internet has led to the development of thousands of child-oriented websites, many of them laden with commercial promotion. Interest groups, parents and lobbyists are now questioning the ethics of targeting...

reviews

Reviews

Reviews: Key Account Management — The Definitive Guide; The Complete Guide to Copywriting (3 pages)

Vol. 8 No. 4 (Apr 2007)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: How is the internet changing advertising expenditure?; Advertising accountability: It’s bigger than ROI; Little grey sells...

case studies

BT campaign: ‘Business Plan’

BT developed an extremely successful, customer-centric business-to-business campaign to protect business customer revenues that were threatened by competitors as a result of deregulation. Several phases of customer research revealed a powerful...

editorials and opinions

Editorial

A brief introduction to this issue's papers. (2 pages, FREE download).

Direct marketing: Options for the future

Direct marketers have a choice to make. We have come a long way over the last 30 years and achieved much. The volume and value of the industry is an unquestionable testament to its success. But we are now faced with a real dilemma: we are like...

legal and regulatory updates

Prize promotions: Misleading competitions come under scrutiny

Particular care needs to be taken when formulating promotional campaigns that require entrants to use premium rate telephone numbers. (8 pages)

papers

Children and privacy online

Kids are spending more money on goods and services and more time online than ever before. This makes them an incredibly tempting target for online marketing. But what are the data protection issues where children are concerned? (10 pages)

Enterprise marketing management (EMM) systems: Current use and future prospects

In order to gather data on current and future use of enterprise marketing management solutions in Europe, Unica and Ovum conducted an online survey of 300 senior marketing executives during December 2005-January 2006. Respondents represented a...

Learning from integrated marketing: How to optimise personalised customer marketing strategies (Part 2)

This paper considers the implications of integrated marketing for direct marketers. Based on a model of integrated marketing previously reported in the journal, it reviews five customer experience factors that form a single coherent driver of...

reviews

Reviews

Reviews: Geodemographics, GIS and Neighbourhood Targeting; Guerrilla Marketing Research (5 pages)

Vol. 8 No. 3 (Mar 2007)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: How right should the customer be?; Ending the war between sales and marketing; Political parties' use of web-based marketing...

case studies

Safer travel at night: Mayor of London, Transport for London, Metropolitan Police

The Mayor of London, Transport for London (TfL) and the Metropolitan Police have teamed up with mobile marketing agency Incentivated Ltd to launch the world’s first text service that enables safer minicab travel in London. The service connects...

editorials and opinions

Editorial

A brief introduction to this month's papers. (2 pages, FREE download).

legal and regulatory updates

Call centre criminals (Data protection)

The Information Commissioner recently launched an investigation following Channel 4's Dispatches programme, which showed that criminal networks are trading British consumers’ bank details and other confidential information obtained from Indian...

new technology briefings

M-commerce — Generating revenue from content and mobile portals

The UK and global mobile markets have seen incredible growth despite some justified scepticism from markets and consumers alike. Now the opportunities for growth in both content and m-commerce development in a multi-channel environment are...

papers

Integrated marketing and its implications for personalised customer marketing strategies

This paper is the first of two summarising selected findings by the Centre for Integrated Marketing over the last five years. Implications are highlighted for direct marketers and others with responsibility for marketing strategies, managing...

Search engine optimisation: A primer on linkage strategies

This paper (and its previously published companion in the Journal of Direct, Data and Digital Marketing Practice Vol. 8 No.2) addresses the fundamentals of how search engines operate and presents a number of suggestions that marketers can follow...

Using names to segment customers by cultural, ethnic or religious origin

In advanced European economies, it is typical for some 20 per cent of the residential population to be either immigrants or descendants of recent immigrants. By no means are all of these people occupied in menial jobs. Indeed, a recent analysis of...

reviews

Reviews

Reviews: How Brands Become Icons — The Principles of Cultural Branding; Customer Intelligence: From Data to Dialogue. (5 pages)

Vol. 8 No. 2 (Oct 2006)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: 'The baby boomer market', ' Making the transition to retirement: Appraisals, post-transition lifestyle, and changes in...

case studies

Telewest Broadband: 2005 IDM Business Performance Awards Diamond Award winner — Campaign: 'Altogether better value'

This case study demonstrates how a relatively low-spending, barely
known brand, competing in diverse markets, managed to take on and beat
UK market leaders. (9 pages)

The Royal Marsden Hospital: 2005 IDM Business Performance Awards Diamond Award winner — Campaign: 'An ordinary day in an extraordinary place’

The Royal Marsden Hospital is the UK’s largest hospital specialising in the treatment of cancer. When it competes for donations from active cancer donors, and aims to expand donations from new donors, it operates alongside cancer charity giants...

editorials and opinions

Editorial

A brief introduction to this month's papers. (2 pages, FREE download)

new technology briefings

E-catalogues and e-brochures: Their part in record e-retail figures

The staggering growth of e-retail in the UK has been facilitated by many new technologies aimed at increasing online sales; among them e-catalogues. This paper examines the role e-catalogue and e-brochure technology is playing, the impact on...

Europe crosses its online tipping point

Online advertising is changing the mix of media choices in campaigns across Europe. Since 2000 the web has become established as a mainstream consumer media channel in most European countries. Across the continent, marketing budgets are now...

papers

Business breakfast groups — Worth getting out of bed for?

Word-of-mouth marketing via creating networks, mainly through business breakfast groups, web-based communities and the like, is fast becoming a major channel to market for small businesses, especially start-ups. Many groups are now international...

Marrying market research and customer relationship marketing: Are they good bedfellows?

This paper builds on previous research to demonstrate the power of marrying together market research data and existing loyalty card data in improving promotional marketing. In particular, it includes the analysis of real attitudinal data...

Search engine optimisation: A primer on keyword strategies

This paper is the first of two written by the authors on the topic of search engine optimisation. It provides simple answers, from a keyword perspective, to two questions. What is search engine ranking all about? How does a website get higher...

reviews

Reviews

Reviews: ProfitBrand (2 pages)

Vol. 8 No. 1 (Aug 2006)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: 'Mobile companies count cost of new cold-call sales scam', 'Privacy, risk and good and bad consumers', 'You have permission to...

case studies

‘You need to get close to a Renault to appreciate its beauty ’: Summer test drive DM/online/e-mail campaign

In the UK there are two significant dates for the automotive market: March and September. These are when the number plates change sequence. Being the first to have the new season’s number plate has a certain cachet and generates significant sales...

Cancer Research UK campaign: 'All Clear'

This case shows how a well-conveyed ‘consumer truth’ can create a compelling and engaging communication programme, huge cut-through and dramatic results. The campaign set Cancer Research UK apart from the standard charity campaigns, putting it...

editorials and opinions

Editorial

A brief introduction to this month's papers. (2 pages, FREE download).

The impact of direct marketing to the dearly departed – Understanding cause and consequences

This paper explains why the economic impact is merely the tip of the iceberg. It considers the damage of unwanted mailings on customer relations and business reputations, and highlights how they are adding to the increasing problem of...

Telemarketing heading for a meltdown?

Have you been frustrated by unwanted telephonic intrusion? At home, at work? And have you noticed how the calls increasingly seem to come from India? And, unless you have been avoiding newspapers and TV, you will certainly have seen the BT privacy...

Response: Telemarketing in the UK will die on St Valentine’s Day 2007

The author has no doubt that the doomsday scenario painted by Tim Beadle contains an element of truth; poor telemarketing is without doubt responsible for the exponential growth in TPS registrations. But does this really mean the death of an...

legal and regulatory updates

Full market opening of the UK postal market: Postcomm — Breathing life into a 350-year-old industry

Explains the background behind the removal of restrictions that has allowed a fully open mail market in the UK for the first time in 350 years, and looks at the implications and opportunities. (7 Pages)

papers

Consumer motivation: Home truths and marketing myths

In the light of strong indications of consumers becoming steadily more dissatisfied with marketing approaches (e.g. soaring TPS and steadily-growing MPS registrations), CCB Research set out to discover consumer attitudes to various marketing...

Media synergy: The next frontier in a multimedia marketplace

This paper reviews the development of marketing communication planning and moves into the current and future multimedia marketplace. Today there are more media forms and more consumer interaction; this, coupled with increased consumer knowledge...

The 2004 US Presidential campaign: Impact of hybrid offline and online ‘meetup’ communities

This paper examines the relationship between ‘meetup’-related processes and marketing activities for the 2004 US presidential campaign. It explores attracting customers/participants/volunteers, activism, organising and fundraising. In addition, it...

reviews

Reviews

Reviews: Blog Marketing: The Revolutionary New Way to Increase
Sales, Build Your Brand, and Get Exceptional Results; The Catalog Strategist's Toolkit; and Museum Review: Museum of Brands, Packaging and Advertising. (5 pages)

Vol. 7 No. 4 (May 2006)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: 'Internet telephony', 'For the drugs we need', 'Marketing malpractice: The cause and the cure', 'Collaborating to create: The...

editorials and opinions

Editorial

A brief introduction to this month's papers. (2 pages, FREE download).

legal and regulatory updates

Postal tariff strategies: From volumetric pricing to size-based pricing to pricing in proportion

This paper looks at the various postal tariff strategies employed in the UK since the mid-1990s, culminating in the forthcoming introduction of 'pricing in proportion' (PIP) later this year.(4 pages)

papers

Behavioural targeting: Can online advertising deliver in 2006?

Online marketing strategy today comprises a wide range of tactics, including search, email, viral, blogs and advertising. But it is on the last of these activities, online advertising, that much of the debate around the effectiveness and...

Issues and challenges in estimating customer equity

This paper starts by describing key applications of customer equity (CE), followed by a discussion of estimating CE using Markov chains and statistical modelling techniques. A simulation-based approach and an analytic approach are presented for...

Key account management: Overcoming internal conflict

The need for an integrated, cross-functional approach to customer management is well recognised. Managers have tried numerous structural and cultural adaptation methods to achieve it, but with limited success. Strategically important customers are...

Return on Customer: A new metric of value creation — Return on investment by itself is not good enough

Marketers are being assailed from all quarters with respect to accountability for their initiatives. But virtually all the financial measures being used, from return on investment (ROI) to return on marketing investment (ROMI), have a fatal...

reviews

Reviews

Reviews: Marketing Revolution: The Radical New Approach to Transforming the Business, plus The Brand and the Bottom Line: Who Let the Blogs Out? A Hyperconnected Peek at the World of Blogs, and How Customers Think: Essential Insights into the Mind...

Vol. 7 No. 3 (Mar 2006)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: 'Managing customer profitability using portfolio matrices', 'Invisible data quality issues in a CRM implementation...

case studies

Beep beep beep beep, that’ll be the bank then — Driving sales through mobile marketing

This case study describes how First Direct is executing a mobile marketing strategy without increasing channel adversity to marketing messages. Its experience counters the myth that consumers of financial products and services do not want to be...

editorials and opinions

Editorial

A brief introduction to this month's papers. (2 pages, FREE download).

legal and regulatory updates

Data security and offshoring

This paper addresses how organisations can ensure that personal data are protected when outsourcing call centres offshore. (4 pages)

papers

Consumer attitudes towards disclosing personal data for direct marketing

Using 157 personal interviews, this study quantifies typical levels of personal information omission and falsification in voluntary disclosures. The types of personal data that consumers tend to omit and falsify are identified, and an...

How parties used segmentation in the 2005 British general election campaign

There is surprisingly little appreciation of the extent to which political parties use typical direct marketing segmentation practices for their campaign communications. This papers provide an insight using interviews with communications managers...

How to reflect commitment to customers in your budget allocation

Identifies the proportion of direct marketing budget that industries are committing to develop relationships with existing customers and, conversely, the proportion of spend that is being directed towards prospecting activity. Provides an insight...

Integrated marketing for SMEs in the global marketplace

This paper reports research identifying the exporting activities carried out by SMEs based in the UK and evaluates their effectiveness in managing the integration of their marketing activities to take advantage of changes in global markets. (23...

reviews

Reviews

Reviews: Customer Intelligence; and The 50-Plus Market. (5 pages)

Vol. 7 No. 2 (Dec 2005)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: 'Monitoring qualitative aspects of CRM implementation: The essential dimension of management responsibility for employee...

case studies

Service resolution management — A 'knowledge-powered' approach

This is a study of the results of applying an interesting approach — embodied here within a specific software suite — to service resolution management within a client's contact centres.

When a brand makes a promise: British Gas, integration and 'Doing the Right Thing'

Increasingly, brands are making direct promises to their customers and putting the customer experience at the heart of the brand strategy. Rather than making boasts —think of British Airways, 'The World's Favourite Airline' or BMW, 'The Ultimate...

editorials and opinions

Editorial

A brief introduction to this month's papers. (2 pages, FREE download).

legal and regulatory updates

Chip and spin: Shifting burdens and new threats in retail card fraud

The technical security of data transfer over the internet has improved dramatically in recent years. The result is that those most vulnerable from online fraud are not the individuals having their card details intercepted and used, but the...

new technology briefings

Great search engine listings: Simple, practical steps to developing great keywords and listings

Search has revolutionised direct marketing, but most marketing departments are yet to be evolutionised by search. This practical briefing aims to help marketers bridge that gap by sharing some of the key principles. We interviewed leaders in...

papers

Customer communities herald new ground rules for successful marketing

This paper suggests the steps that should be taken to start a customer community and make customer evangelists do your marketing.

Developing a customer-focused mindset

To become customer-focused, companies need clear values based on openness, flexibility and an external focus; an insistence that business cases are supported with current, factual market data; and limited tolerance for trial and error. The...

The role of data integration in integrated marketing communications planning

Media fragmentation has diluted the impact of most media. To achieve even average coverage across all customer groups involves buying multiple spots in diverse channels. Conventional media metrics have not helped advertisers to track these elusive...

reviews

Reviews

Reviews: IMC —The Next Generation: Beyond Branding and Mobile Marketing (5 pages).

Vol. 7 No. 1 (Aug 2005)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: 'Multidimensional segmentation at work: Driving an operational model that integrates customer segmentation with customer...

case studies

The IDM Business Performance Awards 2005: Diamond Award

The winner of the Diamond Award in 2005 for overall business
performance was Gala Group, with its agency Perspektiv Marketing/
ISD Computer Services, for a campaign that used direct marketing to enable a retail business philosophy.

editorials and opinions

Editorial

A brief introduction to this month's papers. (2 pages, FREE download).

The next big thing?

For the last 40 years, companies have collected information about consumers, stored this information on their own systems and used it for their own purposes. Now a vast new industry is emerging: personal data management services. Over the next...

legal and regulatory updates

Does your website comply with legal requirements for accessibility?

The founding father of the internet, Tim Berners-Lee, once said: "The power of the internet is in its universality. Access by everyone regardless of disability is an essential aspect." It is almost ten years since the Disability Discrimination Act...

new technology briefings

Digital exhibition spaces

This paper looks at the impact of the internet on trade exhibitions, and specifically at one company's work which enabled it to engage with a wider audience through internet support for its physical presence at a trade show. The company is RM plc,...

papers

Are abstainers different from voluntary contributors of personal information? Implications for direct marketing practice

Using 256 personal interviews and a case study, this paper explores demographic and value-system differences between contributors of personal information and abstainers, and provides a phenomenological insight into the reasons underlying the...

Digital marketing for the 'charmed generation'

This paper has two objectives: first, to explain who the charmed generation are and why they represent a unique business opportunity that should not be ignored; and secondly, to show why the charmed generation's age requires companies to change...

Identifying 'unknown diabetics' using geodemographics and social marketing

This paper reports on a pilot study of the use of geodemographic segmentation and social marketing to identify people at risk of the disease Type II diabetes within a primary care trust (PCT).

reviews

Reviews

Gower Handbook of Call and Contact Centre Management, Data Protection Laws in the European Union, Legal Fact Pack 2004: A Guide to a Successful Pan-European Direct Marketing Campaign, FEDMA List Council Fact Pack 2004: Your Guide to a Successful...

Vol. 6 No. 4 (Apr 2005)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: 'Customer metrics and organisational alignment for maximizing customer equity' 'The power of detail' 'Acquiring high value...

case studies

Alliance & Leicester goes direct

The Alliance & Leicester bank (A&L) has taken a major step this year towards accentuating its direct offering by quadrupling its online spend. The author talks to Stephen Leonard, A&L's director of brand marketing and e-commerce, about the reasons...

Creating a single view of the customer for CRM strategy

This paper discusses the importance of data integration within a single view of the customer (SVC) database for CRM strategy and implementation. It uses one case study from a European
telecommunications company to highlight the problems and...

editorials and opinions

Editorial

A brief introduction to this month's papers. (2 pages, FREE download)

legal and regulatory updates

European regulation: EU plans for direct marketing

This paper points out that the EU regulations which are relevant to direct marketing are being systematically altered by national regulators to produce results which are often protectionist and which prevent new entrants to national markets within...

new technology briefings

Radio frequency identification

This New Technology Briefing looks at the key implications of RFID for businesses over the next few years. It tries to explain why some of the world’s largest organisations and RFID technology vendors have been pushing ahead aggressively with...

papers

Data collection: Central frameworks for localised customer lifetime value

This paper highlights the basics for companies seeking to build lifetime value with their customers through a centralised data-gathering programme that is translated into locally relevant communication.

Multi-channel experience consistency: Evidence from Lexus

This paper goes a little way towards redressing the balance by reporting on a survey of Lexus customers that looks at the consistency of customer experience across multiple touchpoints, and crucially at how this customer experience impacts on...

The management and communication of customer insight

This paper will examine the reasons why this happens, and puts forward a model for the way that insight should be managed and communicated such that it can deliver its full potential.

This time it is personal: Employee online shopping at work

This study focused on exploring some of the underlying factors related to personal online shopping in the workplace. In a survey of 852 employees from the USA and Canada, 72 per cent indicated that they had shopped online at work.

reviews

Reviews

Reviews: The Art and Science of Interpreting Market Research Evidence: Brand Failures.

Vol. 6 No. 3 (Jan 2005)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: 'Company activities for managing customer equity', 'Exploring the success factors of e-CRM strategies in practice', 'Turning...

case studies

The IDM Business Performance Awards 2003 gold medal winner, M&G Investments: It pays to tell the whole truth

In 2003 M&G, with Harrison Troughton Wunderman, won the gold medal in the IDM ’s Business Performance Awards for an integrated campaign leading all the way from market research to sales. This programme achieved all its objectives of improved...

editorials and opinions

Editorial

A brief introduction to this month's papers. (2 pages, FREE download)

Clearing up media-neutral planning

This opinion piece argues that the confusion stems from poor attention to the different decisions that are made in channels, communication mixes and finally media themselves. A process of media decision making is offered that suggests media...

legal and regulatory updates

Death of the cold call?

This is a brief update commenting on the uncertain future of outbound telemarketing as a means of customer acquisition. It examines the impact of legislation and customer resistance on the viability of outbound calling and poses the view that, if...

Silent calls briefing

This is a brief update on the issue of silent calls that looks at the size of the problem, why they happen and current options available to consumers to avoid them. It examines current legislation and best practice guidelines for users of...

new technology briefings

Ten golden rules to search advertising

This paper offers practical tips on getting the most out of keyword advertising. (5 pages, FREE download)

papers

A primer for the use of Internet marketing research tools: The value of usability studies

This paper reviews several commonly used online marketing research techniques, suggesting that many inadequately measure the quality of a user’s website experience. More recently developed methods found within the marketing literature that rectify...

Measuring multichannel effectiveness using the balanced scorecard

This paper discusses a balanced scorecard approach to the development of such a metrics set. It illustrates the approach with reference to a multichannel retailer, and discusses some implementation issues such as the impact on individual targets...

reviews

Reviews

Reviews: Testing Testing, 1, 2, 3: Raise More Money with Direct Mail Tests. Market Intelligence. (5 pages)

Vol. 6 No. 2 (Oct 2004)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: 'Electronic Marketing and the new anti-spam regulations', 'Closing the data door', 'Defining business-to-customer relationships...

case studies

William Hill boosts online customer acquisition using e-CRM programme

Of all registrants at williamhill.co.uk, historically one in two people did not become an active better. A new automated and event-driven e-mail application from RedEye was implemented to deliver bespoke e-mail campaigns for William Hill. This...

editorials and opinions

Editorial

In this issue we include an important paper by Don Schultz on internal marketing. In it, Don advances five reasons why so many internal marketing initiatives fail. We have no quarrel with Don's reasons — still less with his excellent paper. And...

legal and regulatory updates

E-mail marketing: How to do it lawfully

This paper sets out the basic rules in this area and suggests a number of practical compliance measures.

new technology briefings

E-brochures increasing online profit

This paper examines the role e-brochures can play in online communications and e-commerce. The entire piece is written from a direct and interactive marketing perspective, demonstrating how e-brochures have been applied in this area.

papers

Affinity marketing — A step in the right direction?

This paper investigates the proportion of the marketing budget spent on affinity marketing and looks into whether this will rise substantially in the next two years. It also examines the culture of collaboration and the perceptions of partnership...

Building an internal marketing management calculus

The paper identifies the five major difficulties managers face in developing and implementing an internal marketing programme. From that, it provides a model for a financially based integrated internal marketing management development and...

The interactive viewer: Reality or myth?

The advent of interactive digital television (iTV)in the UK has the potential to revolutionise the use of the television set. But, as past technological innovations reveal, there may well be a great difference between the potential uses of a...

The yin and yang of marketing measurement: Four principles of innovation

This paper presents a balanced and holistic approach to the controversial topic of marketing measurement. It introduces four innovative principles that can make marketing measurement more effective, and it is hoped that the paper will assist...

papers

reviews

Reviews

Reviews: Targeting Customers:How to Use Geodemographic and Lifestyle Data in Your Business (3rd edition), The Philosophy of Branding and The Communications Challenge.

Vol. 6 No. 1 (Jul 2004)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: ' IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns', ' Simultaneous media...

case studies

Miele Professional Partnership Programme: Putting data and telemarketing at the heart of a successful B2B business Strategy

This case study describes how Miele teamed up with HSM to set up the Miele Partnership Support System, a one-stop-shop support system integrating all the facets of the business. The paper outlines the aims of the new strategy, the key stages, how...

editorials and opinions

Editorial

We have dedicated this issue to business-to-business marketing. The first three papers, the case study and best practice pieces give extensive coverage of the subject. (2 pages, FREE download)

legal and regulatory updates

Extension of the Telephone Preference Service to businesses

This is the first of two papers on the effect of the Privacy and Electronic Communications Regulations 2003, which implement the EU Directive 2002/58/EC on Privacy and Electronic Communications and which revolutionise the way in which marketing by...

new technology briefings

Best practice technology options for optimal e-mail marketing

This paper aims to outline the new best practice options available to marketers producing e-mail-based communications — from full-service agencies which can manage a campaign in its entirety to web-based or in-house departments and systems. It...

papers

Classifying businesses

Both in business-to-business (B2B) and business-to-consumer (B2C) marketing, marketing resources can be more efficiently targeted if an organisation has access to 'external' as well as internally sourced information on customers and prospects...

Dancing in step — The choreography of loyalty partnerships. Can Nectar succeed where Shell Smart failed?

The arrival of Nectar has reignited interest in multi-partner loyalty schemes. Industry experts were invited to comment on the implications of the chequered history of other loyalty programmes for Nectar. There are two central issues: first, the...

Key account management in financial services: Poised between desire and fulfilment

Key account management (KAM) requires a more extensive engagement by suppliers than many of them originally envisaged. As a result, service providers are now reducing the numbers of customers that they consider to be key, and selecting them more...

Supplier relationship management

Working seamlessly with external providers is as important to the contemporary sales and marketing organisation as it is to any other aspect of business. Yet this is an area where solutions that optimise the effectiveness of how the organisation...

What are your web data good for — Time for a rethink on web analytics standards

When it comes to gathering data about website visitors, page views and activity on your site, the chances are that your business is using either a cookie-based or IP address-based approach. These data are your online management information and are...

reviews

Reviews

Reviews: Free Gift Inside and The Customer Loyalty Solution. (5 pages)

Vol. 5 No. 4 (Apr 2004)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: 'Customer lifetime value determination and strategic implications for a cruise-ship company', 'Customers as assets' and 'New...

case studies

Implementing integrated marketing: The Seeboard Energy case

The paper argues that current fragmented marketing sub-optimises performance. It suggests that integrated marketing, when implemented effectively, enhances multilateral value creation (for shareholders, customers, employees, the organisation and...

Tesco.com: Defining the online shopping experience for the UK consumer

This is the story of how Tesco.com, advised by EHS Brann, came to dominate the UK’s online grocery shopping market, with a 65 per cent market share, at a profit, becoming in the process a worldwide phenomenon. It records the areas of challenge...

editorials and opinions

Editorial

In the five years since this journal was launched we have published no fewer than 28 papers whose primary focus has been on customer relationship management (CRM) — or should it be customer relationship marketing? Nobody seems quite sure...

The rise of real-time

Low inflation and globalisation are creating intense competition and pressure on costs. Companies now treat their expenditure on advertising more as an investment decision and must know the return on investment they can expect. A structural change...

legal and regulatory updates

The EU Directive on the Distance Marketing of Financial Services

This paper discusses forthcoming changes in the law which will have a significant impact on the marketing activities of product providers and intermediaries within the financial services industry. The changes will also affect the obligations of...

new technology briefings

Video mobile as a marketing tool

ighty-eight per cent of all handsets sold today are video-enabled; and all five networks in the UK have launched 2.5G services, with 3G services to follow. This tells us that video mobile is a reality today — and that the market is growing at such...

papers

CRM in financial services: Are companies realising the benefits of CRM in practice, and how is the strategy being implemented in organisations?

As a potentially very powerful business strategy that can deliver signficant economic benefits for organisations, the subject of CRM has attracted growing attention throughout the 1990s to date. There has, however, been increasing criticism...

The buyer-centric revolution: The rise of reverse direct

A long-standing and fundamentally important division of labour between marketers and consumers is coming to an end. Traditionally, companies make and sell while consumers buy and use. But emerging added-value buying services are putting the power...

reviews

Reviews


Reviews: Lateral Marketing, The New Bottom Line: Bridging the Value Gaps that are Undermining Your Business and The Tipping Point: How Little Things Can Make a Big Difference. (5 pages)

Vol. 5 No. 3 (Jan 2004)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes ' The card up their sleeve', 'Contact management and customer loyalty' and 'Lessons of CRM'. (14 pages)

case studies

Applying RFM segmentation to the SilverMinds catalogue

This paper shows how a small company with limited analytical and statistical resources was able to extract greater value from its marketing database by RFM segmentation and analysis. The paper describes the methodology, rationale and results of...

editorials and opinions

Editorial

"... Technology advances the possibilities for transactions, information and promotion ... limited only by the imagination of marketers who employ them." (1 page, FREE download)

Future technology in marketing

Marketing has very fuzzy edges. All kinds of activities can stimulate markets, often unintentionally. To take a simple example, hackers act as unpaid marketers for McAfee, by stimulating demand for their anti-virus products. And in the future...

legal and regulatory updates

The legal issues relating to the Copyright Directive and the practical implications for marketers

This paper discusses the changes that the Copyright Directive will make to the existing law of copyright following the publication of implementing regulations on 31 October 2003, and how these changes are likely to impact the marketing industry...

new technology briefings

Kiosks — Hype or hope?

New marketing technologies allow marketers unprecedented access to the buying habits and behaviours of their customers. But hundreds of targeted television channels, websites, retail stores and magazines make it increasingly difficult for...

papers

Designing geodemographic classifications to meet contemporary business needs

With statistics from the UK 2001 Census now available for small areas, the many marketers who make use of geodemographic classifications are having to familiarise themselves with new and updated segmentation systems. The release of these...

Optimising multiple channels

Today's marketer is faced with a bewildering mix of IT-enabled channels to the customer — websites, e-hubs, call centres and so on — to complement traditional channels. Where once the route to market was a straightforward matter of standard...

Taking the brand promise online: Challenges and opportunities

Starting from the fact that a 'brand' is a universal concept regardless of environment, but its enactment changes according to environment, this paper provides pointers to brand building on the Internet. It presents a three-level model of a brand...

reviews

Reviews

Reviews: Added Value: The Alchemy of Brand-Led Growth; Complicated Lives and Inside the Smart Home. (6 pages)

Vol. 5 No. 2 (Oct 2003)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. Among others, this issue includes 'Bottom feeding for blockbuster businesses', 'The magic of business-to-business segmentation', 'Personal financial...

case studies

Pampers — Relationship building using multiple channels

The disposable nappy market in the UK is worth a sizeable £480m per year. The Pampers marketing team faced threats to their traditional brand leadership from a new rival: Huggies. As the newer entrant, Huggies were perceived as the innovator in...

editorials and opinions

Editorial

A brief introduction to this month's papers. (1 page, FREE download)

legal and regulatory updates

2001 Census statistics release

This paper reviews the 2001 Census, small-area data from which will soon be published. Once it is available, geodemographic and lifestyle companies will process the data to update and enhance their range of targeting products. The new features of...

new technology briefings

New Technology Briefing: Now!

Fragmented media, a proliferation of advertising messages and a growing cynicism towards advertising are challenges facing today's fast-moving consumer goods (FMCG) marketers. The author proposes that direct response television (DRTV) as a...

papers

Best practice: Security and privacy — Legislative burden or commercial opportunity?

Developing an online sales channel that is easy and convenient for customers comes with the legislative responsibility of providing unprecedented high levels of security and privacy. Consumer perceptions of electronic media are exceptionally...

Just tryin' to keep the customer satisfied? Delivering service through direct and indirect channels

Reviews existing perspectives on the delivery of customer service across a range of channels, and highlights the conflicts between cost and quality from both customer and organisational perspectives. The contribution of IT systems for service...

Marketing died in the last decade

Professor McDonald reviews the state of marketing after 50 years of theory and practice, examining the role of practitioners, consultants and academics. The author concludes that marketing has been largely relegated to the relatively minor role of...

Modelling multichannel response behaviour

Recommended procedures for diagnosing the structure of the marketing situation are discussed with respect to multiple interacting channels and the subsequent appropriate choices of models that should be created. This paper also explores issues...

The business case for call centre outsourcing

Call centre outsourcing is on the rise. The number of companies opting to entrust their customer relationships to a third party is set to increase by around 12 - 14 per cent over the next year. This paper examines why so many companies are hungry...

reviews

Reviews

Reviews: Profit or Pain from Your User Experience; Brand Warriors on the High Wire; and Customers are People ...The Human Touch. (6 pages)

Vol. 5 No. 1 (Jul 2003)

abstracts

Abstracts

Abstracts of significant new marketing and e-business related papers and articles from around the world. This issue includes: The best-laid incentive plans; State of the nation — Why customer service levels are falling; Predictive modeling applied...

editorials and opinions

Editorial

An introduction to this month's papers examining the spectrum of views on brand equity and brand equity measurement. (1 page, FREE download)

legal and regulatory updates

Implementation of the Directive on privacy and electronic communications, or making a meal out of cookies and spam

On 27 March 2003 the Department of Trade and Industry published a consultation document on the implementation of the directive on privacy and electronic communications. This consultation is aimed at 'anyone who direct markets by phone, fax, SMS...

marketspace archive

Marketspace

Among other topics, this issue examines the direct mail market in 2002. It is well known within the UK industry that direct mail usage is continuing to grow year on year, despite recent downturns in traditional above-the-line media. The financial...

new technology briefings

Telemail — New efficiencies in lead generation

This paper outlines the benefits of Telemail — the integration of e-mail marketing and telemarketing. Early adoption of the technique has been within the context of lead generation and qualification. Here, the aim of Telemail is to provide...

papers

An introduction to brand equity: how to understand and appreciate brand value and the economic impact of brand investment

Commodity businesses can be profitable but are reliant upon functional purchase decision making by rational consumers, making them vulnerable to competition on both price and functionality. Brands introduce emotional decision-making criteria...

Best practice: Recognising intangible assets: How Boeing uses brand management and measurement as strategic tools

For much of its history, The Boeing Company took its brand for granted. That changed in the 1990s, when management undertook a major transformation aimed at expanding the company’s scope, and began to realise the value of the brand as a strategic...

Strategic brand value: Advancing use of brand equity to grow your brand and business

Businesses that intend to reap the benefits of using brand as a driver of business success need to begin the process by identifying and managing, in a more systematic and structured way, the associations that contribute to brand equity and...

Understanding brands, branding and brand equity

Branding has become a top management priority which has necessitated that all members of an organisation have an understanding and appreciation of some branding basics. Towards that goal, this paper outlines some important principles of brands...

Value-based brand measurement and management

This paper details a recent breakthrough in how to measure the intrinsic equity in brands and how to relate brand equity to financial value creation. The methodology integrates brand health measures from the BrandAsset1 Valuator (BAV...

reviews

Reviews

Reviews: Building Great Customer Experiences; Customize the Brand; The Committed Enterprise. (6 pages)

Vol. 4 No. 4 (Apr 2003)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics: What stops most large customer relationship managers optimising their customer communications programmes?; Customer relationship management...

case studies

Vauxhall Motors — Engineering profitable long-term customer loyalty

Vauxhall's outstanding approach to customer relationship marketing (CRM) earned one of the UK's top car brands a shining Silver Award from this year's IDM Business Performance Award judging panel. For the last decade, Vauxhall has been the UK's...

editorials and opinions

Editorial

A brief introduction to this month's papers. (1 page, FREE download)

The next generation of integated marketing communication

When integrated marketing communications (IMC) first emerged in the late 1980s, it was a concept that challenged the traditional thinking of both academic and professional communities. And still does. (4 pages, FREE download)

legal and regulatory updates

The use/sale of the electoral roll and the practical implications for the direct marketing industry

Three spectres haunt the corridors of direct marketing organisations following the judgment in the case of Robertson v City of Wakefield MBC and the Secretary of State for the Home Department (aka 'the Robertson case'): data...

new technology briefings

Search engine marketing

Describes the technology on which search engine marketing is based and its integration with other marketing techniques, as well as the benefits and marketing opportunities arising from search engine marketing. Covers 'key trails' and findings...

papers

Achieving the promise of CRM

Addresses the question: what are the best practices actually in use today among exemplary relationship-focused organisations that are proven to deliver business results?

CRM in the context of new consumer marketing

Describing the characteristics of the IT-enabled post-modern consumer, the author suggests that, as an organisational response to these, CRM can only be viable in a very limited space, where perceived market granularity is high and where the value...

The fundraising performance of charity websites

Reviews what is presently known about the use of the internet for fundraising and provides a number of examples of successful practice. Having identified a paucity of research in relation to benchmarking use of the internet for fundraising, this...

Using the value chain concept to improve interactive marketing

The authors define interactive marketing processes broadly to include CRM (customer relationship management), SCM (supply chain management) and NPD (new product development). A combination of case study methodology and quantitative analysis is...

reviews

Reviews

Reviews: The Interactive and Direct Marketing Guide; Marketing Mayhem; The Company of the Future. (5 pages)

Vol. 4 No. 3 (Jan 2003)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. Among others, this issue includes 'Getting the most out of contact management software', 'Advertising agencies' and advertisers' perceptions of...

case studies

Concern—Integrated direct marketing to build donor loyalty

The winner of the IDM's Business Performance Award 2002 was Concern, an international relief and development charity. At the height of the emergency in Afghanistan, 300,000 people were surviving on aid being delivered by Concern. The charity was...

editorials and opinions

Editorial

If there is a single theme running through our first four papers in this issue, it is that of how we treat our customers — on the Web, in decision making and segmentation, on the telephone. (2 pages, FREE download. Vol. 4 No. 3, Jan 2003...

legal and regulatory updates

Creating consumer trust and confidence online

TrustUK has been established as a co-regulatory imitative operated by the Alliance for Electronic Business and Consumers' Association with the support of the government. Trust UK has established a set of core principles to afford consumers trust...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. This issue features the anticipated trends in the media market, research showing that e-marketing is unlikely to replace established direct media in the short...

new technology briefings

Video e-mail—The next generation of e-mail marketing?

Sending a video by e-mail opens up a wide range of opportunities for the digital marketer, but there are several different methods by which a video clip can be sent. This paper considers the potential of video e-mail, explains the various ways in...

papers

Best practice: Tracking customers at Teletext

Teletext has a commitment to understanding its users, and using this understanding to further its business efforts. In the new media sphere, increasingly sophisticated systems have been implemented in order to understand customers fully and how...

Mining data to discover customer segments

Traditionally, the enterprise would define a segmentation matrix and then, based on the data, would allocate customers to segments. This a priori approach to segmentation defines, in advance, a framework or system that describes...

Taking conversation seriously: The role of the call centre in the organisation's customer contact strategy

This paper argues that the traditional role of call centres fails to understand and properly exploit this customer channel that potentially offers an extremely attractive set of communication characteristics. The practical steps needed to deliver...

The fuzzy art of decision science

This paper addresses the role of customer decision-making in organisations and how technology supports this task. It examines whether decisioning technology has moved forward to take advantage of the massive quantities of data and enormous...

Usability and Web Analytics: ROI Justification for an Internet Strategy

Usability is becoming an increasingly critical issue for commercial websites. Even big brand names are losing substantial revenues because their sites are too complicated for their customers. This paper proposes an approach whereby an Internet...

reviews

Reviews

Reviews: Contemporary Database Marketing: Concepts and Applications; One Marketing Under God; and eMarketing eXcellence: the Heart of eBusiness.Vol. 4 No. 3, Jan 2003, kindly sponsored by Centrica

Reviews — Interactive Marketing, Vol. 4 No. 3

Reviews: Contemporary Database Marketing: Concepts and Applications; One Marketing Under God; and eMarketing eXcellence: the Heart of eBusiness.Vol. 4 No. 3, Jan 2003, kindly sponsored by Centrica

Vol. 4 No. 2 (Oct 2002)

abstracts

Abstracts

Assesses new marketing-related and e-business-related publications. Among others, this issue includes 'Gender effects on Internet, catalogue and store shopping', 'The end of cash as we know it?' and 'Let's make a deal!'. (16 pages)

editorials and opinions

Editorial

A brief introduction to this month's papers. (1 page, FREE download)

Editorial — Derek Holder and Robin Fairlie, Interactive Marketing, Vol. 4 No. 2

A brief introduction to this month's papers. (1 page, FREE download)

legal and regulatory updates

The implications of the Data Protection Act 1998 and the UK market research industry

This paper focuses on how the UK market research industry has responded to the Data Protection Act 1998. (5 pages)

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. This issue is dedicated to recent trends in direct mail receipts, as indicated by the Royal Mail Consumer Panel. (4 pages)

papers

Best practice: Is this the future of marketing? Experience drawn from a world-class leader

The story herein demonstrates how a creative marketing strategy transformed a small firm, Pharmacia, into a global giant. The strategy, which involved developing stronger partnerships with opinion leaders in the pharmaceutical industry, resulted...

Interactive marketing: The new marketing—or more of the same?

This paper presents the main findings of a research project commissioned by the IDM to identify the impact of interactive marketing and CRM on the mix of core skills and competencies required within marketing departments. It looks at the effect of...

Online survey techniques: Current issues and future trends

Although online surveys have made a significant impact on research in the US, in Europe and elsewhere they have not. This paper discusses the reasons for this divide and the many issues surrounding online panels and website interviewing. It also...

Practitioner attitudes to interactive advertising

The pan-European Active-Ad project was set up to analyse the success criteria for interactive advertising in a socioeconomic context. The portion of the project covered here took the pulse of the digital media industry, exploring the nature of...

The impact of the new technologies—Permanent paradigm shift or transitory aberration?

This paper considers the legacy of the widespread use of technology to create new products, companies, business models and marketing processes. Dick Stroud investigates why so many failures have stemmed from technology-driven innovation, and...

reviews

Reviews

Reviews: E-Business: A Jargon-Free Practical Guide; 2001 Survey on Direct and Interactive Marketing Activities in Europe; CRM: How to Turn a Good Business into a Great One!; and The Future of Marketing: Practical Strategies for...

Vol. 4 No. 1 (Jul 2002)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'Permission-based mobile advertising', 'They're not employees, they're people' and 'Beliefs, attitudes and behaviour towards web advertising'. (15 pages)

editorials and opinions

Editorial

This editorial raises the moral issue of how the proliferation of new technologies and channels gives marketers more opportunities to discriminate between customers. (2 pages, FREE download)

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers the top online advertisers in February 2002, a look at the state of digital and interactive TV and the growing mobile...

new technology briefings

Contact centre technologies—Managing the flood of new technologies

Customers today demand outstanding 'service' experience. Despite the flood of new technologies, the contact centre is still, for many organisations, the main point of contact with customers. This 'flood' is expected to recede soon, giving contact...

papers

Best practice: A tactical application of values-based targeting in the voluntary sector

John Grooms is a UK-based charity working for people with disabilities. This paper describes how the charity was able to achieve an uplift in revenue by using a values-based approach in a single supporter-based appeal, improving the performance of...

Branding on the Internet—Moving from a communications to a relationship approach to branding

How have the basic principles of branding been affected by the massive impact of the Internet? Have our beliefs about branding changed at all? This paper describes a shift in emphasis from the belief that branding is all about communications to...

Core strategic asset or just a tactical tool? How UK companies view the value of their customer databases

This paper describes a research project commissioned by the IDM and undertaken by the University of Strathclyde's School of Marketing, investigating the value that organisations place on their customer database—as a revenue generator and as a...

Customer relationship management: Hard lessons learned in B2B pose tough questions for B2C

How important is key account management in your company? For many it is critical, with survival or failure of the business resting on just the top 20 to 30 accounts. B2B suppliers to giant customers have learned some expensive lessons, and it is...

Take three companies … Aiming for customer focus in the 21st Century

This paper reports on how companies survive and thrive by serving their stakeholders as well as their customers. It takes a look at an insider's view of Reuters, General Domestic Appliances and Lush to see how they have remained customer-focused...

The role of lifetime value in customer relationship management

Lifetime value is a topic of keen interest to all CRM practitioners. This paper discusses some of the challenges that face those who use LTV and other common marketing metrics for segmentation purposes and suggests how these can be overcome. The...

reviews

Reviews

Reviews: No Logo and The Biology of Business: Decoding the Natural Laws of Enterprise. (4 pages)

Vol. 3 No. 4 (Apr 2002)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'The emperor's new clothes: A backlash against branding?', 'Your next IT strategy' and 'Managing wealth: A new approach'. (16 pages)

editorials and opinions

Editorial

Professor Holder briefly introduces this quarter's papers—but not before lamenting the IT bias and 'new ideas' he encountered recently at a major CRM event. (1 page, FREE download)

legal and regulatory updates

Marketers get a wake-up call from EU cookie legislation

This paper ponders the background to, and potential ramifications of, new directives from the European Parliament that threaten to radically restrict Internet marketers' abilities to use cookies—the code numbers that are issued to web users and...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers UK online spending in October and November 2001 by market sector, forecasts for outdoor advertising growth, and...

new technology briefings

Customer recognition systems: A prerequisite for effective CRM?

This paper investigates the origins and significance of new 'customer recognition' systems, explains how they differ from traditional merge-purge and address management services, provides examples of how they could be changing data management...

papers

Best practice: Saab vs. Letting Go: The 24-hour test-drive campaign

Saab of Great Britain won the IDM/Experian Business Performance Gold Award in 2001. This paper is derived from the submission by Saab and its agency, Lowe Live, to the Award's judging panel. (9 pages)

Developing a truly customer-centric CRM system: Part two—analysis and campaign management

Following on from its predecessor last quarter, this second instalment of a two-part paper describes the necessity of analysing customer data to identify trends and customer behaviour patterns. Examples show how to exploit this knowledge in...

E-commerce—The world's consumers have their say

Research International conducted qualitative research around the world during 2000 into trends in e-commerce, particularly the two-way relationship between consumers and e-commerce providers. This paper considers the results, which show a...

Paper mail in the home of the 21st Century: An analysis of the future of paper mail and implications for the design of electronic alternatives

This paper reports on ongoing investigations into the use and role of paper mail communications in domestic environments. It uses ethnographically informed data to analyse how paper mail supports various social roles in the home. Implications for...

When should a customer be defined as 'lapsed'?

An estimated 20% to 60% of customers become inactive in any given year. Although some of them are lost, many could be reactivated as their potential for doing business with the supplier remains: they are dormant customers. Managers have to...

reviews

Reviews

Reviews: Practical International Data Management: A Guide to Working with Global Names and Addresses; Carving Jelly; Pocket Internet; and Pocket Marketing. (5 pages)

Vol. 3 No. 3 (Feb 2002)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'E-CRM: Measuring the effectiveness of web channels', 'MOSAIC: From an area classification system to an individual classification' and 'Effective...

editorials and opinions

Editorial

This quarter finds the editors considering the long-term effects of two major events in 2001, speculating on when and how far e-commerce might change the world, and briefly introducing this issue's papers. (2 pages, FREE download)

legal and regulatory updates

Exporting personal data

The European Commission has published model contract terms with a view to bringing some certainty as to how data controllers who need to send personal data overseas can do so without falling foul of the Data Protection Act. This paper has been...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers figures for consumer online purchases by sector from 1999 to 2003, household penetration levels of PC-, TV- and telephone...

papers

Best practice: A great place to shop, work and invest: Measuring and managing the service profit chain at Sears Canada

Since 1997, Organizational Studies (a subsidiary of Carlson Marketing Group) has worked with Sears Canada to validate and align its measurement system with strategy. On a quarterly basis, Sears Canada publishes total performance indicators, a...

Developing a truly customer-centric CRM system: Part one—strategic and architectural implementation

People and markets in the banking field are changing just as much as the competition is. Alongside rapid technological process, this is resulting in permanent modifications and the embracement of the changes involved. Deutsche Bank 24 is one of...

E-stuff: In the rush for high tech, have we forgotten the high touch?

Now that we have potentially gone more high-tech, remote and impersonal via mobile, the Internet and interactive media, research strongly suggests that consumers desire some compensating 'high touch' factors, such as individualised personal...

Outsourced CRM: Why it will increasingly rely on application service providers

This paper looks at the evolution of the application service provider (ASP) and the implications for CRM. Certainly, CRM vendors seem to believe that this concept offers potential, with most major companies having announced an ASP strategy. The...

Using innovative research to build the foundations of actionable CRM strategies

This paper aims to redress the balance in CRM thinking by asking organisations—and, in particular, banks—to listen to their customers and not be systems- or software-led. It outlines new thinking in researching this topic among consumers, and...

reviews

Reviews

Reviews: A Guide to the Data Protection Act 1998 for Direct Marketers; Optimising E-Brand Profitability: Launching, Growing and Protecting Your Brand Online; Clicks, Bricks and Brands; and Relationship Marketing...

Vol. 3 No. 2 (Dec 2001)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'The camel, the cuckoo and the reinvention of win-win marketing', 'Intelligent telephony and customer response management: The lynchpin of effective CRM...

editorials and opinions

Editorial

The editors discuss the merits—or otherwise—of the plethora of marketing terms that continues to grow in the new media age. (2 pages, FREE download)

legal and regulatory updates

E-mail and text message marketing

The EC has expressed its intention not to stifle the development of the technology behind a range of electronic communications services now available. However, it also recognises the potential impact of these services (such as unsolicited e-mails...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers the result of an Internet user profile survey in December 2000, the UK advertising spend by medium from 1990 to 2000, and...

papers

Best practice: Design and development of cahoot's CRM system

The interactive bank, cahoot, was launched in June 2000. This paper discusses the challenges facing an online bank in bringing together data from various sources and holding it at a customer level within a data warehouse. In addition, the paper...

Is your marketing worth buying?

This paper is an adaptation of the author's presentation at the IDM's Annual Lecture in March 2001, when he advised the audience to prepare for a buyer-centric marketing revolution that will transform how companies and customers do business with...

Metrics: The kaleidoscope of value measurement at customer, campaign, function or enterprise level

Many organisations still see the database as supporting direct marketing activity only, and fail to use its potential to link back to their business planning processes. So, while measures are calculated at a macro level, these are rarely converted...

Privacy: The Achilles' heel of the new marketing

This paper reviews the literature on the nature of customer relationship marketing and consumer concerns about privacy, and identifies the benefits to consumers and CRM companies relating to the exchange of information. The possible problem areas...

What next for interactive television?

The slow development of—and recent setbacks to—interactive television in the UK (the leading country in the field), combined with low transaction rates on the Open platform, have led some commentators to conclude that television will not succeed...

reviews

Reviews

Reviews: The M-Bomb; Simplicity Marketing—End Brand Complexity, Clutter and Confusion; and Eve-olution: The Eight Truths of Marketing to Women. (5 pages)

Vol. 3 No. 1 (Jul 2001)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'Strategy and the Internet', 'Buying DRTV' and 'Brand mythology'. (16 pages)

editorials and opinions

Editorial

Barrie Spelling, President of Global Personal Care at Colgate Palmolive, provides an overview of some of the articles put forth in this quarter's special US-centric issue of Interactive Marketing. (2 pages, FREE download)

Optimised marketing in the Internet age

According to the author, we have reached a turning point in the history of interactive and direct marketing, and there are dramatically different rules we must now follow. George Wiedemann lays out what he sees as the crucial factors determining...

Permission versus permissive marketing

About four years ago Seth Godin coined the phrase 'permission marketing'. Since then, Jerry Shereshewsky argues, the ideology of permission devolved into the practice of permissiveness. This paper is another attempt to explain permission fully...

legal and regulatory updates

Current issues on Internet sales and nexus

The continued growth of sales of tangible personal property and services across the Internet as well as the failure of state revenues in the US to satisfy projections have increased the pressure on state revenue collection agencies to attempt to...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers forecasts of the annual online advertising spend in Europe up to 2005, the UK's top ten online advertisers in January and...

new technology briefings

M-commerce changes the marketing game

During the next three years, mobile technology with the potential to revolutionise consumer markets is set to sweep across our markets. With mobile network operators under pressure to recoup the high prices of their licences, consumer companies...

papers

Best practice: Web-mining case study: An Internet radio website

The subject of this case study is an Internet radio station striving to become more intelligent about its visitors. This article covers the objectives, the analysis and the findings of the study, with a focus on the data- related aspects of the...

Broadband: Shaping the future of interactive marketing

This piece examines how broadband technology can be leveraged to redefine the world of interactive marketing. Through the adoption and application of broadband technology, companies can interact with customers on a one-to-one level. Such...

Visitor patterns of a profitable website

The vast quantities of data generated from web log files are a mixed blessing for marketers. On the one hand, they offer unprecedented opportunity to learn about customers and customise marketing programmes, but on the other hand they pose...

reviews

Reviews

Reviews: Right Side Up; Designing Web Usability: The Practice of Simplicity; and The Business of Persuasion. (6 pages)

Vol. 2 No. 4 (Apr 2001)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'Integrating online and offline marketing successfully', 'B2Basics' and 'CRM analytics: The fuel for the engine'.

abstracts

editorials and opinions

Editorial

The editors reply to a letter from a journal reader and also give a flavour of some of the papers found in this quarter's issue. (FREE download)

legal and regulatory updates

A question of trust and confidence—Self-regulation of e-commerce

Concerns over the erosion of consumers' trust and confidence in e-commerce are being expressed by industry, governments and consumers alike. Consumers complain that fulfilment is often very slow; that they do not always have details to contact e...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers the percentage reach of the UK's top ten e-commerce domains in October 2000, worldwide e-commerce spending forecasts for...

new technology briefings

E-commerce and identity fraud

This paper focuses on the subject of personal and corporate identity in the UK, the ways in which identity can be substantiated and the methods used by fraudsters to invent identities or copy other people's identities. The setting for this is the...

New technology briefing: E-commerce and identity fraud — Gareth Jones, Interactive Marketing, Vol. 2 No. 4

This paper focuses on the subject of personal and corporate identity in the UK, the ways in which identity can be substantiated and the methods used by fraudsters to invent identities or copy other people's identities. The setting for this is the...

papers

Best practice: Tesco.com

Tesco has been established in the UK grocery trade for many years, and assumed market leadership five years ago. Tesco Direct was launched in 1996, offering home delivery of groceries. The service was rolled out across England and Wales, and into...

Creating a multichannel e-business strategy

Every organisation now realises that it needs an e-business strategy. Yet many are asking, what is e-business? The usual response—doing business over the Internet—is only part of the answer. This paper takes the view that e-business is the...

E-fulfilment: The opportunities for the future: Part two

This, the second of two papers, suggests that even before business-to-consumer (B2C) e-fulfilment has ended its infancy in the UK, its potential looks like being frustrated by the misguided initiatives of government-linked policymakers. Official...

Letter to the editors

One reader expresses his view of the type of content provided in the journal. (FREE download)

Turning a marketing database into a relationship marketing database

A significant change in the methodology of database marketing is under way. Echoing the ancient cry of the sales force for data capable of turning customer contacts into sales, relationship marketing managers are beginning to suspect that, despite...

reviews

Reviews

Reviews: Kotler on Marketing: How to Create, Win and Dominate Markets; Using Smart Cards to Gain Market Share; Tantrums and Talent; and Loyalty.com.

Vol. 2 No. 3 (Jan 2001)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'Building e-support for cause-related marketing through strategic alliances', 'The duel for the doorstep' and 'How we went digital without a strategy'.

editorials and opinions

Editorial

This editorial comments on the trend of consolidation within the dot-com world as well as introducing the contents of this quarter's issue of Interactive Marketing. (FREE download)

Permission is not enough

The theory of permission marketing is that people need only to agree to receiving a company's e-mails (to 'opt in') before the company markets to them happily ever after. In practice, however, it is far more complicated and even dangerous to...

legal and regulatory updates

The E-Commerce Directive and its impact on pan-European interactive marketing

On 8 June 2000 the E-Commerce Directive was adopted by the Council of Ministers and aims to create the framework for the free movement of e-commerce services throughout the EU. There is currently a backlash against some of the liberalisation...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers results from Forrester's UK Internet User Monitor published in August 2000, the number of UK mobile phone...

new technology briefings

Cookies—Are they a tool for web marketers or a breach of privacy?

This paper discusses what cookies are, what they are used for, whether they are a security risk or an infringement of privacy and how they work.

papers

Best practice: Exploiting knowledge within a global company: The Truffles intranet

OgilvyOne has been developing its intranet, Truffles, since 1996. With more than 5,000 active users, Truffles has fundamentally changed the way OgilvyOne does business. The company continues to concentrate its efforts in the areas of generating...

Best practice: The NSPCC: The full stop campaign

In 2000 the National Society for the Prevention of Cruelty to Children (NSPCC) was the winner of the Gold Award in the IDM/Experian Business Performance Awards scheme. This case study derives from the submission of the NSPCC and its agency, WWAV...

E-fulfilment: The opportunities for the future: Part one

The first of two papers, this article examines the bad consumer experiences, high stakes, high hopes and deep fears that surround the picking and delivery of e-commerce 'tangibles'—in Britain, the EU and America alike. The paper attacks those who...

Interactive marketing needs interactive marketers

This paper discusses how the role of the marketer is changing as companies increasingly adopt Internet-related applications as a key part of their IT and business strategy. It considers the demands placed upon marketers to acquire new skills and...

Reframing relationship marketing for consumer markets

This paper reviews the implications of the move from transactional to relationship marketing in consumer markets, using theory and research grounded in business-to-business and service markets. It argues that in assuming a marriage-like...

Where next? Is there a future for the mail medium in the digital age?

As the digital revolution continues, the world will become but a keystroke away in an information utopia. But are the prophets of doom correct in forecasting the end of traditional direct mail?

reviews

Reviews

Reviews: Permission Marketing; World Wide Web Marketing; Improving Data Warehouse and Business Information Quality; and A Time for Leadership: Global Perspectives from an Accelerated European Marketplace.

Vol. 2 No. 2 (Oct 2000)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'Drawing prospects to e-commerce websites', 'How shareholder value analysis redefines marketing' and 'M-commerce: Advantage, Europe'.

editorials and opinions

Editorial

This editorial advocates that the principle of CRM must be applied in practice to all parts of a business to bring about true customer centricity. (FREE download)

legal and regulatory updates

The E-Commerce Directive

The E-Commerce Directive was published in June 2000, and EU member states must implement it into national law before 17 January 2002. The Department of Trade and Industry has indicated that the UK will need to take a number of actions to ensure...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers the outlook for WAP penetration in Europe, the UK's top-spending radio brands in May 2000, and total UK advertising...

new technology briefings

WAP

The wireless application protocol (WAP) is a crucial element in displaying content on most wireless devices. As wireless devices and applications grow in popularity, so does the opportunity for marketers. A new marketplace has been created where...

papers

A road map to becoming an intelligent e-business

This paper lays down a road map to becoming an intelligent e-business whereby employees, customers and business partners make use of shared common infrastructure technology components to conduct business, to become business-intelligent and to...

Best practice: The e-business enterprise and the 'web first' principle of e-marketing

This paper looks at how a 'virtual' enterprise—one primarily reliant on the Internet for all interaction and communication with its audiences—can develop and deploy sophisticated marketing campaigns using the Internet as the principal medium. As...

Database marketing connects to the Internet

This paper attempts to show the connections between Internet-driven changes in marketing practice and the earlier foundation of database marketing.

Direct response multilist market testing

There are two possible types of dataset. In the simple case, the marketer makes selections from a single database; in this instance, a sample is taken from a known and finite number of records. In the complex case, the marketer is making...

Strategies for driving traffic to your site

If you have not already done so, drop the thought of 'driving traffic to your site'. Digital marketers have to think in terms of improving the experience of the digital consumer. In return, the consumer might respond and engage in a dialogue, at...

reviews

Reviews

Reviews: Net Worth; and Next-Generation Home Shopping.

Vol. 2 No. 1 (Jul 2000)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'Why CRM is NOT enough', 'A segmentation you can act on' and 'The other end of the supply chain'.

editorials and opinions

Editorial

This editorial supplements the views put forward in the first two papers in this issue of Interactive Marketing. (FREE download)

legal and regulatory updates

A light touch—The ITC's consultation paper on interactive TV services

On 29 February 2000 the Independent Television Commission (ITC) published its long-awaited consultation paper on the regulation of interactive TV services. Following discussions with broadcasters and various interested parties, the ITC set out its...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers estimated percentages of company sales attributable to the Internet in 1998, 2001 and 2003, forecast European and US...

new technology briefings

Digital printing

This paper briefly covers the development of digital printing technologies and outlines the types of system available. It also looks at the potential applications for digital printing in marketing communications. Current cost comparisons against...

papers

Adopting share of wallet as a basis for communications and customer relationship management

In the rapidly changing financial services market, established players are looking to maintain market share by increasing their share of existing customers' wallets through the use of CRM techniques. However, many find difficulty in understanding...

Best practice: Goldfish Guide case history

The Goldfish Guide was launched in a test market in June 1998, went national with digital on-demand print in January 1999 and was launched on the web in April 2000. It is a true one-to-one product from a consumer viewpoint, and from an advertiser...

Debate paper: Privacy, data protection and freedom of information

To stimulate a debate on the issues of privacy, data protection and freedom of information, a short series of conundrums was circulated to three distinguished contributors, inviting them to comment freely. Each contributor was then shown the other...

From 'push' to 'pull'—Changing the paradigm for customer relationship management

How relationship-orientated is CRM? This paper argues that a change in philosophy must precede a change in practice for CRM to put the customer at the centre of the relationship.

reviews

Reviews

Reviews: Engaging Customers in E-Business: How to Build Sales, Relationships and Results with E-Mail; Net Benefit: Guaranteed Electronic Markets—The Ultimate Potential of Online Trade; Grossman on Circulation 1999; E...

Vol. 12 No. 1 (Aug 2010)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Germany: New restrictions on direct marketing, Holding customer data — Why organizations need to start to
consider their...

case studies

Everest: The IDM Business Performance Awards 2009: Award winner campaign: Reinvigorating Everest’s brand

Everest’s brand reinvigoration campaign succeeded in increasing the value of its core business’s sales by 8 per cent. This is an even more impressive achievement when viewed against the 20 per cent year-on-year decline experienced by the whole UK...

editorials and opinions

Editorial

A brief introduction to papers in this issue (1 page, FREE to download)

Multi-channel customer management: Delighting consumers, driving efficiency

In today’s maturing consumer markets, emphasis is shifting from straightforward sales to a more holistic approach to customer life cycle management, with a stronger emphasis on how sales are generated and service provided all along the customer...

Obama: The marketing lessons

The use of direct marketing techniques by political parties and individual candidates has been growing in western democracies in recent years. This trend reached its apogee (to date) in the recent US Presidential election, with a huge boost in...

legal and regulatory updates

Legal and Regulatory Update

The ASA has adjudicated on an advert shown on a video-on-demand service for the first time. The advert was for the 15-rated Paramount Pictures film Carriers, and was shown before and during the X Factor final on the ITV Player.
A voice-over...

new technology briefings

Tracking online ad campaigns: A primer

Anyone can engage in online ad spend, but it is only when the marketer tracks and optimizes ads that the advertising can be paid for and the business can still be profitable. This paper includes a number of suggestions to help accomplish this task...

papers

Assessing pricing for a new product concept: PDA + electronic health records + real-time monitoring

This study is a subset of the broad stream of research dealing with the diffusion of innovation. We focus on pricing-related issues associated with the introduction of a'new-to-the-world' product. We examine pricing as a pivotal component in the...

Death of 'last click wins': Media attribution and the expanding use of media data

This paper examines how companies are currently using online analytics to understand the effects of different media in contributing to a sale, and how they can best optimize media spend. As the author indicates, this is a developing area and the...

Return on Ideas

An important new report ‘Return on Ideas’ has been published recently. Its subject? How any organization that has to market itself can be more efficient, effective and value adding. The report is solidly based on candid research on over 100...

reviews

Reviews

Review: Googled: The End of the World As We Know It – by Ken Auletta. Reviewed by Danny Meadows-Klue
Fast.MAP/DMA Sustainability Tracking Study. Reviewed by Robin Fairlie. (2 pages)

Vol. 11 No. 4 (Apr 2010)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Buyer beware or be fleeced; Can social media save TV?; In your Facebook. Boss’s daughter takes online revenge; Business...

case studies

Citi International Personal Bank: The IDM Business Performance Awards 2009: Award winner campaign: Minimum relationship balance

This campaign demonstrates a core direct marketing principle. Citi International Personal Bank’s Minimum Relationship Balance campaign acted on Pareto’s principle to produce positive results in terms of both revenue and service delivery. The Bank...

editorials and opinions

Editorial

A brief introduction to papers in this issue. (3 pages, FREE download)

What innovation programmes can learn from sales

Innovation is a critical business function that is still woefully misunderstood and mismanaged within companies. Organizations that leverage some of the best practices from sales teams — pipeline management, well-defined goals and quotas...

legal and regulatory updates

Legal and Regulatory Update

Ministry of Justice consults on the future of the electoral roll, ICO consults on draft online privacy code of practice, new unfair commercial practices 'Guidance'. (8 pages)

new technology briefings

Linking spatial data from the Web

The Semantic Web and, in particular, Linked Data, enable cross-database, cross-organizational and cross-domain links on a global scale. This paper introduces Linked Data projects that extract and apply location-related Linked Data, such as DBpedia...

Why marketing needs speech analysis

Speech analytics solutions help enterprises retain customers and generate incremental revenue while providing an outstanding and differentiated customer experience. (8 pages)

papers

Direct, database and digital marketing practice in the government sector: Blank hole or parallel universe?

This paper contributes to the discussion of whether direct, data and digital marking practice is as relevant to the public sector as it undoubtedly is to the commercial sector, albeit in support of somewhat different objectives. It examines two...

Do happy staff make for happy customers and profitable companies?

In today’s business environment many companies are seeking to create great places to work in, partly prompted by the various Best Workplaces lists and partly in the belief that it will lead to greater commercial success. In this article Henry...

Minimum effective frequency for interactive television ads

A key task for advertising media planners is setting a frequency goal for a campaign. This study used a controlled experiment to identify the minimum effective frequency (MEF) for TV ads offering interactive response, as opposed to direct response...

Vol. 11 No. 3 (Feb 2010)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Using mobile phones for survey research: A comparison with fixed phones; Classifying customers on the basis of their attitudes...

case studies

Swinton Insurance — The IDM Business Performance Awards 2009: Bronze Award-Winner Campaign: Mystery Tipper drives sales in Swinton’s Taxi Insurance Division

Fun and insurance — not usually synonymous with each other, but, in this case, Swinton Taxi Insurance gave its product a new lease of life with infectious results. Swinton’s Mystery Tipper character went viral on taxi ranks across the UK, her...

VisitScotland — The IDM Business Performance Awards 2009: Silver Award-Winner Campaign: Keep discovering

VisitScotland is the winner of the prestigious IDM Business Performance Silver 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...

editorials and opinions

Editorial

A brief introduction to papers in this issue. (2 pages, FREE download)

DMA shapes up for future challenges

This paper explains the changes that have taken place at the Direct Marketing Association (DMA) and how they will help the DMA fulfill its strategic remit. The paper reviews the structural changes that have been made to both the governance...

my ten year top ten

A personal review by the author of the ten most significant contributions to the Journal over its first 10 years which reflect important issues in marketing practice. The contributions are grouped within themes of customer relationship management...

legal and regulatory updates

Legal and Regulatory Update

An overview of ASA brands and misleading advertising, Financial Services Authority and online sponsored links, distance selling and price comparisions.
(7 pages)

new technology briefings

Online customers, digital marketing: The CMO-CIO connection

Media consumers are rushing online in record numbers, and corporate marketers must go there too. Done right, online marketing holds the promise of higher profits and greater accountability, but it requires a sophisticated, strongly aligned blend...

papers

A multi-industry, longitudinal analysis of the email marketing habits of the largest United States franchise chains

This paper analyzes the prevalence and frequency of email marketing among 200 of the largest franchise corporations in the United States, and compares the deliverability of emails in various industries — that is, how often legitimate, solicited...

The disloyalty ladder - Two rungs further down

This paper reviews the Loyalty Ladder and puts forward two additional negative categories — Hostile and Enemy — that the author believes should be added to that model for the purposes of marketing planning, so as to consciously consider and manage...

Web content management: CMS for competitive advantage

Most organizations that consider the online channel to be central to their strategy use a Content Management System (CMS) for their website, intranet or extranet. The CMS is a company asset that has perhaps been overlooked as a source of...

reviews

Reviews

Review: Future files: The 5 trends that will shape the next 50 years – by Richard Watson. (2 pages)

Vol. 11 No. 2 (Nov 2009)

10 year supplement

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...

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...

abstracts

Abstracts

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...

case studies

Waterstone’s — The IDM Business Performance Awards 2009: Diamond Award winner campaign

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...

editorials and opinions

Editorial

A brief introduction to papers in this issue. (3 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

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)

papers

Data quality is everyone’s business — Managing information quality — Part 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...

Media synergy comes of age — Part 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...

Search marketing yesterday, today, and tomorrow: Promoting the conversation

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...

What happened to strategic segmentation?

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...

reviews

Reviews

Review: Powers of Persuasion: The Inside Story of British Advertising and How Public Service Advertising Works (5 pages)

Vol. 11 No. 1 (Jul 2009)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Developing a scale to measure the enjoyment of web experiences; E-tail constraints and tradeoffs; Six ways to make Web 2.0 work...

case studies

The IDM Business Performance Awards 2008: Overall business award winner Campaign: Launching Virgin Media

NTL:Telewest merged with Virgin in 2007. In 2008, Virgin Media faced the challenge of re-launching its existing product into a confused and disillusioned marketplace. Launching Virgin Media meant re-educating consumers about digital cable’s unique...

editorials and opinions

Editorial

A brief introduction to papers in this issue. (2 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

An interview with Trevor Phillips, Chairman of Equality and Human Rights Commission and Caroline Walters, Director of People and Policy for BT on the subject the proposed Equalities bill, segmentation and discrimination. (5 pages)

Legal and Regulatory Update: Journal of Direct, Data and Digital Marketing Practice Vol. 11 No. 1

An interview with Trevor Phillips, Chairman of Equality and Human Rights Commission and Caroline Walters, Director of People and Policy for BT on the subject the proposed Equalities bill, segmentation and discrimination. (5 pages)

papers

Automated marketing and the growth of ‘customer compliance’ businesses

A new type of business has grown in the past 10 years, predicated on the technical innovations provided by the Information Society. These innovations affect all aspects of social organisation but this paper attempts to map their effect on...

Data quality is everyone’s business — Designing quality into your data warehouse — Part 1

In this information age with dramatically growing data volumes, data quality management is proving an avenue for creating sustainable competitive advantage. Combining data from disparate sources provides an opportunity to create new and valuable...

Media synergy comes of age — Part 1

The research reported in this paper, which is part 1 of a two-part paper, is a follow-on to the Schultz paper(JDDDMP (2006) Vol. 8, No. 1, pp. 13 – 19), in which the subject of media synergy was raised. In this study, the concepts identified in...

reviews

Reviews

Review: MarketingSherpa Toolkit: How to: Viral Market (3 pages)

Vol. 10 No. 4 (May 2009)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Is MDM the route to the Holy Grail?; Integrating the value of salespeople and systems: Adapting the benefit dependency network;...

case studies

RSPCA — The IDM Business Performance Awards 2008: Highly recommended award winner. Campaign: ‘Home for Life’

The Royal Society for the Prevention of Cruelty to Animals (RSPCA) has been a leading UK animal welfare charity since its foundation in 1824. It relies entirely on voluntary donations and legacies to meet its £82m annual running costs. This case...

editorials and opinions

Editorial

A brief introduction to papers in this issue. (2 pages, FREE download)

Credit crunch-data crunch?

This paper considers the effect of the economic down turn on consumers' attitudes and the implications on data driven customer relationship management programmes. As consumers become more cautious in terms of spending and more cynical with regards...

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments in trademarks and reputations, termination of supplier contracts, internet defamation and payment services regulations. (4 pages)

papers

Channel evolution: How new multichannel thinking can deliver competitive advantage

This paper examines best practice in multichannel marketing, based on a survey of firms across sectors and sizes. Its principal findings are that the first phase of multichannel marketing implementation, focussed on the switch to low-cost channels...

Examining the future of retail banking: Predicting the essentials of advocacy in customer experience

Service marketing, customer service satisfaction and the transition of the economy from product manufacturing to a service-oriented economy have received extensive attention in the business world. In this kind of an economy, customers who...

Marketing by objectives: Using segmentation based on purchase timing to enhance customer equity

Enhancing customer equity is the primary challenge for all companies, but this responsibility is particularly critical for the Marketing department. Starting with a relatively simple three-dimensional value-based customer segmentation, this paper...

reviews

Reviews

Review: Print Matters: How to Write Great Advertising Copy; Understanding Digital Marketing Strategies for Engaging the Digital Generation. (5 pages)

Vol. 10 No. 3 (Jan 2009)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: Measuring stock market reaction to sponsorship announcements; Net Promoter; Complainers versus noncomplainers’ retaliatory...

editorials and opinions

Editorial by Guest Editor

The current view and outlook for the future of marketing automation… (13 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments in web advertising, open-source software and internet defamation claims. (5 pages)

papers

Campaign execution: New technology platforms offer multichannel solutions

This paper reviews the development of cross-media tools and techniques for direct marketers, with a healthy mix of personalised website, e-mail and print outreach to customers and prospects. By examining new and emerging approaches to customer...

Competing on web analytics

In 2006, Tom Davenport published Competing on Analytics in the Harvard Business Review. This paper served as a wake-up call for businesses that had made significant investments in data-processing technology but had not appreciated commensurate...

Connected Commerce: The intersection of e-commerce and e-communication

Only a handful of brands are providing their customers with highly personalised digital experiences. From their website, to email and mobile messaging, they've put the customer's interests at the forefront of their digital strategy. They've...

Marketing automation systems integration: The art and engineering to make it all work seamlessly

The successful implementation of any complex information technology (IT) solution is challenging, but integrating a marketing automation solution into an organisation brings additional and unique considerations. The key decision points range from...

Marketing resource management: An investment that can energise your entire customer management strategy

Improving efficiency and effectiveness of the marketing organisation is chief among most Chief Marketing Officers’ (CMOs) responsibilities. As marketing evolves from art to science, technology is playing an increasingly important role in the CMO’s...

Next-generation campaign management: How campaign management will evolve to enable interactive marketing

This paper explains how marketers must redefine their approach to reflect radical shifts in channels and customer behaviour – including an accelerating shift toward addressability, growing convergence between online and direct channels, and...

Vol. 10 No. 2 (Oct 2008)

abstracts

Abstracts

Summarising the significant articles recently published on marketing and marketing-related topics. This issue includes: A new tool for pre-testing direct mail; Optimising the language of e-mail survey invitations, What makes for CRM system success...

case studies

The formation, organisation and management of MyFootballClub: Implications for marketing practice

In January 2008, an internet-based company, MyFootballClub (MyFC), completed the purchase of Ebbsfleet United, a small English football team playing in the nonprofessional Blue Square Premier League. The company’s plan was to attempt a...

editorials and opinions

Editorial

A brief introduction to papers in this issue. (3 pages, FREE download)

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments in safeguarding personal details, unfair commercial practices, policing brands in retail and the freedom of expression in domain names. (17 pages)

papers

Real time geodemographics: New services, business opportunities and risks from analysing people in time and space

Traditionally, geodemographics has been the description of people according to where they live, derived from the study of spatial information. New technologies such as GPS tracking and virtual worlds, however, provide an opportunity to describe...

Search engine optimisation: A primer on outsourcing key tasks

This paper focuses on the basics of search engine optimisation (SEO) and is the third in a series of SEO primers published in this Journal by the authors. The paper discusses the topic of outsourcing SEO, particularly outsourcing the tasks of...

The customer journey when purchasing a new mobile phone: Testing a dual mediation model

Manufacturers and wireless carriers who market cellular telephones seek to shape consumer purchase intentions through advertising. This paper builds upon previous research to test a Dual Mediation Model (DMM) of advertising that incorporates...

reviews

Reviews

Powers of Persuasion: The Inside Story of British Advertising; How Public Service Advertising Works. (5 pages)

Vol. 10 No. 1 (Jul 2008)

case studies

Diamond winner of IDM's Business Performance Awards for 2007 — TV Licensing student campaign 2003 – 2007: 50 pints or a TV licence?

How effective marketing has made student TV licences 'the norm' over evasion on campus. BBC TV Licensing has for years faced a problem in persuading university students on campus to purchase a television licence. Although some 45 per cent of a...

Which? Subscriber Acquisition 2006 — Winner of the bronze award in the IDM Business Performance Awards 2007

This case study deals with the problem of a promotional strategy that has become too formulaic and tired over time, while the product itself ('Which?' magazine, published by the Consumer Association), saddled with this repetitious...

editorials and opinions

Editorial

A brief introduction to this issue's papers. (2 pages, FREE download)

Reinventing direct marketing

Direct marketing is now faced with endemic crisis. Toxic ingredients of this crisis include rising consumer concerns about privacy and data protection, growing hostility and resistance to unwanted messaging, rising costs, falling returns...

legal and regulatory updates

Legal and Regulatory Update

An overview of recent key legal developments in trade marks, brand ownership, retail, telecoms, Internet, television and marketing. (8 pages)

papers

Customer loyalty in the UK general insurance market

This report examines the issue of customer loyalty in the UK general insurance market, examining what types of customers are likely to be loyal and whether insurers can modify their strategy to capture more loyal customers. Concentrating on the...

Customer management in public sector organisations

This paper review the results of a recent pilot study of the extent to which public sector organisations (PSOs) are focused on understanding and managing stakeholders, citizens or customers. The authors conclude that while at the tactical level...

Meet the charmed generation

The current generation of over-50s is an affluent one. They have benefited from a free welfare system for health and education, from generous pension benefits and unprecedented increases in property values. Yet, marketers largely ignore this group...

reviews

Reviews

The DNA of Customer Experience: How Emotions Drive Value; Write to Sell—The Ultimate Guide to Great Copywriting: How Emotions Drive Value; The Institute of Customer Service (5 pages)

Vol. 1 No. 4 (Apr 2000)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'The application of fuzzy classification in geodemographic targeting', 'Ridge regression and direct marketing scoring models' and 'How leading-edge...

editorials and opinions

Editorial: A new, emerging profession

This editorial asserts that e-commerce will give rise to a new kind of marketer in the near future. (FREE download)

Creativity in direct marketing

Traditionally, direct mail has enjoyed a cluster of creative advantages over other media. This paper proposes that smart Internet marketing must employ all of these tools in order to make the web-enabled customer king. (3 pages, FREE download)

legal and regulatory updates

A new regulatory regime for direct marketing using fax, telephone and e-mail

Last year direct marketers faced a marked increase in the regulations of their activities. On 1 March 2000 the Telecommunications (Data Protection and Privacy) Regulations 1999 came into force, due to be followed by the implementation of the...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers projections for UK Internet shopping in 2004 by value and type of merchandise, the top UK online advertisers during 1999,...

new technology briefings

The Post Office, technology and innovation

Stimulating technology-based innovation is one of the goals of the Post Office Research Group, and its pioneering approach in this area is beginning to attract attention from the outside world. This paper sets out to describe the special...

papers

Best practice: Botton Village's fundraising success

Botton Village is a small charity that has achieved outstanding results through database-driven direct marketing. Firmly committed to the principles of 'relationship funding'—building funds by developing long-lasting, mutually beneficial...

Does how customers are managed impact business performance?

This paper contains first-time-published findings from an ongoing quantitative research project on the impact of CRM on business performance, based on the 21 companies that were studied. The paper examines the correlation between different...

How disintermediation is changing the rules of marketing, sales and distribution

Disintermediation signifies major shifts in how we market, sell and deliver products. In many industries, distributors are disappearing and being replaced by electronic media. Consequently, direct sales forces are shrinking and their role is...

In one-to-one marketing, which 'one' comes first?

Marketing, as a process of connecting buyers and sellers, has traditionally been a seller's monopoly. Now the information age is throwing up new business models and brands—such as consumer agents—that act for and on behalf of consumers as buyers...

Next-generation web services: Enabling the customer-centric organisation

This paper describes a future of anytime, anywhere computing where customers will use a multiplicity of connected devices to access rich Internet services. Successful websites of the future will not simply be about presenting content or...

reviews

Reviews

Reviews: Up Close and Personal?; Business @ The Speed of Thought—Using a Digital Nervous System; and The Impact of the Internet Economy in Europe.

Vol. 1 No. 3 (Jan 2000)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'Networking's e-volution', 'Asking for less to obtain more' and 'Leveraging customer databases for strategic marketing advantage in the retail industry'.

editorials and opinions

Editorial

This editorial opens the first issue of Interactive Marketing of the 21st Century. (FREE download)

Chartering interactive marketing's 21st Century

This paper charters the human value mega-trends which Chris Macrae expects to see shaping interactive marketing's 21st Century. The millennial generation has an extraordinary opportunity to transport human qualities and needs through the new media...

legal and regulatory updates

Data protection with particular reference to the Internet

This paper focuses on the Data Protection Act 1998 and the eight principles of data protection in the context of businesses conducting activities via the Internet. It also raises questions regarding jurisdictional data protection before moving on...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers the forecast number of European Internet users in 2004, UK advertising expenditure in 1998 by type of medium, and the...

new technology briefings

Smart cards

The combination of the Internet, wireless communications devices and digital interactive television is rapidly changing the relationship between companies and their customers. In order to survive this revolution, companies must adapt to an economy...

papers

Analytical CRM: The fusion of data and intelligence

Data is not being harnessed with anything like the degree of sophistication which technology allows. Meanwhile, many enterprises might not fundamentally understand the concept of CRM. For a customer-centred strategy to be successful, we need to...

Are market research and customer research the same thing? The implications for linking to external data

Market research and customer research are two forms of individual-level survey that can be modelled on to external databases. This paper examines their differences and how these affect their linkage to other information sources.

Best practice: Electronic Telegraph

Electronic Telegraph's Internet launch in 1994 heralded the dawn of the digital era for British newspapers. Those simple pages of on-screen news were among the first of their kind in Europe, and began the adventure that would see the most...

Build a one-to-one learning relationship with your customers

As companies around the globe race to develop more loyal and profitable customer relationships, the competition is fuelling a spectacular burst of technological growth. At the heart of this rapid expansion is one-to-one marketing, a four-step...

Exploiting interactive marketing

This article explores various attempts to exploit interactive marketing techniques, defines interactive marketing and investigates how this new marketing technique recognises the customer's role in the customer/company relationship. The article...

Facing online: Navigating technologies of commerce and change

This paper discusses the 'pillars' underlying the convergence of the many digital technologies that ultimately will evolve into the shared information infrastructures of the future. The paper then briefly addresses the social construction of...

reviews

Reviews

Reviews: New Marketing Strategies; Database Marketing; Marketing Pocketbook 2000; Best Practices in Customer Service; and How to Measure Customer Satisfaction.

Vol. 1 No. 2 (Oct 1999)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'The organisational form that guarantees successful database marketing', 'High-tech future is on the cards' and 'Using econometric analysis to measure...

editorials and opinions

Editorial

This editorial cautions that the wider purpose and meaning of 'interactivity' must not be forgotten in, or eclipsed by, the new digital media around us. (FREE download)

Sites for sore eyes: Direct mail and the Internet—allies or adversaries?

Will the Internet ring the death knell of direct mail? Let's consider the characteristics that each has to offer... (4 pages, FREE download)

legal and regulatory updates

E-commerce policy developments

The increasing importance of the developing virtual electronic market has been accompanied by a growing awareness of the difficulties in applying traditional legal concepts to this new environment. Proposals are being made on a national...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers findings from KPMG Consulting's Customer Information Research Report 1999, direct response radio trends in the...

new technology briefings

The march of digital interactive TV and the emerging science of telegraphics

Programme viewing gives an accurate picture of the interests and aspirations of the viewing household. With the advent of digital TV, programme-watching patterns can be tracked and analysed, and the opportunity will be in place to build new...

papers

Best practice: E-business in BT

E-business presents companies with the opportunity to capture and exploit tacit knowledge, dramatically reduce costs, improve and leverage customer relationships and improve revenue and shareholder value. It can transform not only the costs but...

Developing and branding innovative Internet-based delivery for financial institutions

Early entrants in the Internet world have taken the lead in establishing strong virtual brands. Given that the Internet is still at the early stages of its evolution, 'traditional' institutions could be powerful Internet-based competitors...

Organising for the interactive marketing of tomorrow

There are four stages in moving towards full interactive marketing; so far, nobody has reached stage four. There are a number of critical decisions which companies need to make now about how to move through all of the stages.

The real challenge of being direct: A strategic and operational road map for customer relationship marketing

This article covers the author's assertion that the keys to successful direct marketing in the future are the primacy of information, process innovation and interactivity with customers. He argues that using these keys to unlock the future will...

Value gap marketing: Customer value optimisation using database marketing

Value gap marketing is an eight-step process for getting the most out of your database marketing effort, by determining which of your customers represent the greatest potential value over time. Case examples are provided from the fundraising...

reviews

Reviews

Reviews: Unleashing the Killer App; The New Marketing Era; Improving Marketing Effectiveness; and Relationship Marketing.

Vol. 1 No. 1 (Jul 1999)

abstracts

Abstracts

Assesses new marketing- and e-business-related publications. Among others, this issue includes 'Press 1 for profits', 'Interactivity takes to the living room' and 'Relationship marketing in three dimensions'.

editorials and opinions

Editorial: A dress rehearsal for the future

This editorial introduces the new Interactive Marketing journal, outlining its raison d'être and the nature of the articles to come in each issue. (FREE download)

legal and regulatory updates

Compliance in the interactive environment

E-commerce means that having a worldwide customer base is no longer the preserve of multinational corporations. Unsurprisingly, e-commerce is also one of the prime drivers of the globalisation of the world economy. Commercial law, on the other...

marketspace archive

Marketspace

A snapshot of market statistics and trends in the Internet and direct marketing arenas. Among other topics, this issue covers the estimated number of worldwide users buying goods and services over the web in 1998 and 2001, the penetration of...

new technology briefings

An overview of the Internet

This paper takes a broad look at the history and construction of the Internet from early concept as a military communications backbone through to its present commercial orientation. Specific references are drawn to the advent of marketing and...

papers

Best practice: Launch of the Freelander

This case study documents the planning, implementation and results associated with the launch of the Freelander, Land Rover's small four-wheel-drive vehicle that came to market in December 1997. Unusually for the automotive industry, the lead role...

Closing the skills gap in direct marketing

While fast growth is a factor in direct marketing's skills shortage, could the industry's image and practice be creating a deeper problem? This paper proposes an industry-wide return to core visions and values: thinking, learning and quality...

Contesting the future

This paper focuses on some of the wider influences on marketing generally and direct marketing in particular, and challenges some received wisdoms. Looking at some of the trends observable in society and at parallels from politics, it helps to...

Fusion of market research and database marketing

Until recently, direct marketing and market research remained separate professional disciplines. A number of suppliers have entered into strategic partnerships to create new types of product that involve the fusion of market research and direct...

Measuring, managing and improving the performance of CRM

CRM has largely escaped systematic measurement and, as a result, its ability to deliver profitable performance is often regarded sceptically and undersupported by senior management. This paper describes a unique framework for assessing the...

The two sides of loyalty

Brand loyalty is good for brands, for companies and for shareholders. Brand loyalty might not be so good for customers, who derive little added value from being loyal to a brand. This paper reviews what is known about brand loyalty from both...

reviews

Reviews

Reviews: Global Sourcebook of Address Data Management: A Guide to Address Formats and Data in 194 Countries; Direct Marketing—An Integrated Approach; Real Time: Preparing for the Age of the Never-Satisfied Customer; and ...

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 25 years we’ve trained 70,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

Recommended to get started on the holy grail of SEO

Gurpreet Singh,
Director, Purple Orchard Limited

Train Your Team

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

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