A few years ago marketing seemed comparatively easy. There were fewer channels, less accountability and decent sized teams. Marketing seemed as though it was the ideal job. However, marketers are under pressure like never before, expected to deliver more with often less resources. The smart marketing teams have recognized the need to bolster productivity by shifting away from ad-hoc communications ...
I was asked at a sales pitch the other day to list out the most important factors a client needs to consider when implementing an Analysis and Campaigning system. I thought this was a really good question, as until a system is delivered, it won’t produce a return on investment. Off the top of my head, I listed out the ...
Within most organizations there will be many people who are involved, at least to some degree, in the planning and development of campaigns. Within a smaller company, where much of the work is done internally, this could involve the marketing director coming up with overall strategy, a database manager being responsible for analysis and selections, then a marketing executive tasked ...
It has been fascinating to watch how the area of Media Planning has developed over the past few years, as the sheer variety of media available to buy has increased. What used to be seen as relatively straightforward decisions about media buying, i.e. TV and Press for awareness, direct mail for 1-to-1 communications, is now so much more complex – ...
I can remember the first time that I ever got involved in creating a single customer view database. It was in the late 1980s. At that time I was working for a financial company who wanted to bring together various product databases, home insurance, car insurances, life products, as well as their loan products. The priority at the time was ...
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