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Tesco is relaunching Clubcard as an online loyalty scheme, in one of the most significant changes in the programme's 15-year history.
Contact centres continue to be on the receiving end of bad press for failing to sort out customers' enquiries at the first time of asking. Melanie May investigates the ways outsourced centre providers are helping brands to prevent their customers from entering phone-based hell.
While the recession cut a swathe through above-the-line media channels, digital marketing grasped the opportunity to prove itself, writes Adam Woods.
With digital work now accounting for more than half of many agencies' business, the direct marketing and sales promotion industries have reached a turning point
Many major brands were forced to scale back their marketing budgets during 2009, allowing those that maintained or grew their adspend to take advantage of reduced media costs.
Rather than suppliers of raw data, research agencies want to become long-term strategic advisors to brands. But, at the same time, they are under increasing pressure to supply insight that can be instantly injected into business plans. Our latest leagues show which agencies are best placed to succeed.
The traditional roles of field marketing agencies - product sampling and data-based merchandising - have evolved in recent times to embrace experiential and events activity. Now, some claim experiential agencies are moving into the territory occupied by sales promotion specialists.
As marketers feel the squeeze, digital agencies are bullish about their prospects, with advertising up 38% year on year to reach £2.8bn in 2007, according to the latest figures from the Internet Advertising Bureau (IAB). But the industry is not without its critics, who claim online investment must be...
Procter & Gamble has upped its advertising spend nearly 13% to remain the UK's biggest spender on above-the-line advertising.
The combination of an economic downturn, cheaper direct marketing channels and pressure from the green lobby has led to a 6% drop in direct mail spend, but while brands are getting better at targeting the right people, the industry still has a long way to go before it sheds its 'junk mail' tag.
