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Make or break time for the market research industry

15 Jun 2012 | by Alan Mitchell

With so many fresh sources of data on offer, the market research industry faces major threats and must adapt or die, writes Alan Mitchell.

Taming the data deluge

05 Apr 2012 | by David Benady

Marketers and consumers struggle with the volume of data the world now generates. David Benady asks how the two sides can jointly control the tide, including the advent of brand 'data stores'.

Tesco must find a new role for Clubcard

15 Feb 2012 | by Alan Mitchell

Clubcard was once the golden goose of marketing, but should Tesco re-evaluate what the scheme means to consumers, asks Alan Mitchell

What digital marketers can learn from DM

20 May 2011 | by Kim Benjamin

In an age of information overload, digital marketers could learn a lot from the personalisation and value pursued by direct mailers, writes Kim Benjamin .

Consumer data: This time it's personal

15 Apr 2011 | by David Murphy

Two services that enable consumers to profit from their personal data are shaking up the direct marketing sector. David Murphy reports.

Creating a loyal following

03 Nov 2010 | by Trevor Clawson

Retailers are scaling up their reward schemes in a push to win market share, writes Trevor Clawson.

Sampling a product versus experiencing the brand

18 Nov 2008 | by Mary Cowlett

LONDON - As the recession continues to bite, getting consumers to sample brands is top of the agenda, but is the focus on experiential overcomplicating the market ?

Unopened direct mail rates fall in 2008

01 Oct 2008 | by Robert McLuhan

LONDON - It has taken years, but direct marketers seem to be getting the message about the need to target consumers accurately. The number of mailings that were disposed of unopened in the past 12 months was less than 15%, down from 21% in 2006-07, according to the latest consumer data from Nielsen...

Firms can use loyalty schemes to gain data and reward customers in a downturn

05 Aug 2008 | by Nicola Clark

LONDON - Almost 80% of the adult UK population belong to a loyalty scheme of some sort, from AirMiles to the ubiquitous Tesco Clubcard. However, the cost of creating and running a major loyalty scheme puts many marketers off doing so and, with the economic downturn never far from the headlines, it remains...

Charity marketing techniques lose their magic

05 Feb 2008 | by Emma Rubach

LONDON - Charity marketers are having to adapt their strategies to lift donor numbers and build on the contributions of existing supporters in a crowded sector. The season of goodwill is long over, but for charities' fundraising and marketing departments, the challenge is to keep donors' cash flowing...

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