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DM, Data and Beyond

Hooray for Michael Palin

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Notwithstanding that I’m a huge Monty Python fan, and that last week marked the 40^th anniversary of the Flying Circus’ debut on the BBC (I suddenly feel old typing that!), Michael Palin’s comments of late that Britain should stop apologising for its colonial past had me applauding.

His ’10 achievements to be proud of’, which include not insignificant little gems like parliamentary democracy (#1), the English language (#4) entrepreneurs (#8), and yes, even cricket (#10), were a breath of fresh air after years of PC thuggery which have deliberately downplayed Britain’s cultural, social and political legacy across the Commonwealth and beyond.

So taking a page from Mr Palin’s book (his latest, Halfway to Hollywood, is a fun read, incidentally), below is my direct marketing ‘achievements to be proud of’ Top 10. These lest we forget the marketing savvy we accumulated in the days before digital started touting itself as marketing’s messiah (when, in fact, to paraphrase the Pythons, it’s largely just a naughty boy/girl – take your pick).

1.            Suppression

Self-interest aside, allowing marketers to identify deceaseds and gone-aways has saved billions, both in terms of money and the environment.

2.      Empowering consumer choice

Right customer, right offer, right time – direct marketing continues to allow consumers to make informed purchase decisions.

3.      The DMA

That we have a credible, self-governing industry peak body is something we should all be proud of (while never taking for granted!).

4.      UK Marketers

The DM sector employs over 250,000 people and we have some fantastic talent here. Kudos to all those who are maintaining or even increasing market share during this recession. You’re doing a fantastic job.

5.      Be thankful we’re not the US

Shame on the 30 per cent or so of UK data base managers who don’t keep their records clean and up-to-date. But compared to the US’ unsuppressed mess, GB’s a paragon of virtue.

6.      Electoral Roll Access

Still very important for address verification purposes. But we’d all do well to remember that access is a privilege - not a right – and shouldn’t be abused.

7.      PAS 2020 and ISO 14001

PAS 2020 and ISO 14001 both have helpful checklists to run through when making important marketing decisions concerning targeting, suppression and the use of recycled materials in your campaigns. Sign up and you’ll not only be helping the environment but enhancing your brand image.

8.      Giving data its due

Even in the days pre-CRM (remember those?), DM was driving data best practice. By cleaning data, avoiding waste, keeping information fit for purpose and obtaining the maximum transactional insight possible, countless DM-er’s have seen their campaign response rates and ROI enhanced.

9. We’re still here

Even though overall DM volumes are down by as much as 40 per cent this year due to the recession, the sector’s still proving its worth as the primary marcoms channel for many brands.

10. Cricket

If only because we won the Ashes! Michael P.’s right to list cricket at #10 on his list, so I’m doing the same.

Published Oct 13 2009, 09:19 AM by Mark Roy

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