Published in Interactive Marketing
In essence, today's companies are no longer just selling a product or a service, they are trying to manage and maintain a relationship with their customers and prospects. The internet has brought this intention closer to reality, thanks to the unlimited possibilities connected with this new marketing medium. Due to the universal accessibility of th...
Published in Interactive Marketing
Published in Interactive Marketing
The European Union is the largest free-trade bloc in the world, and the benefits to its businesses, its industries and its consumers/citizens in terms of economies of scale, wealthy markets, etc should be enormous. This paper points out that instead the EU regulations which are relevant to direct marketing are being systematically altered by nation...
Published in Interactive Marketing
Whether as business or consumer marketers, we reach customers today using multiple methods — face to face, on the telephone, via the internet, through intermediaries, with mass media. It is often said that the customer experience should be consistent across this increasingly diverse multi-channel mix. But it is hard to find evidence as to how custo...
Published in Interactive Marketing
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 issues that can arise when implementing such a system. Emphasis is placed on the need for the project to have...
Published in Interactive Marketing
In every business cycle there are new technologies that promise to change the way in which major businesses operate internally and within their ecosystems. In the 1990s the internet was one of those technologies, but few who saw its early iterations could have predicted the scale of its impact. Most major businesses missed the initial opportunities...
Published in Interactive Marketing
Published in Interactive Marketing
The Art and Science of Interpreting Market Research Evidence by D. V. L. Smith and J. H. Fletcher reviewed by PETER MOUNCEY. Brand Failures by Matt Haig reviewed by ROBIN FAIRLIE.
Published in Interactive Marketing
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 behind this move.
Published in Interactive Marketing
Businesses today are demanding ever more insight as they strive to differentiate themselves. But despite our success in generating customer insight from a range of sources, from database analysis through to market research, it is still too often true that this insight rarely reaches all those that it should, and it frequently fails to drive the str...
