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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


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...

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.

The Award is a really comprehensive course ideal for all level of copywriters. It equips students with the skills to create successful digital campaigns – you’ve just got to get out there and start applying what you have learnt. I feel much more confident...

Victoria Lovegrove Award DC,
Online Editor, Marketing Service RNLI

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