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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

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.

Solid, practical and varied training. All sessions were delivered to a really high standard. I feel much more equipped with the necessary skills within the marketplace. I would definitely recommend!

Claire Robinson PG Dip IDM,
Digital Marketing and Insights Manager, Vodafone

Train Your Teams

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Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

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