Lord Leverhulme famously said that “Half the money I spend on advertising is wasted, and the problem is I do not know which half”. In a downturn it is vital that none of the marketing pound is wasted and as planning director at Leeds-based direct response agency PCD, I can reveal how to be smarter with...
Digital digital digital – isn’t it wonderful?! With its power to engage, its speed, the huge choice and access it offers consumers and, not least, the vast opportunity it provides for marketers to get under the skin of prospects and customers like never before. Well, a resounding ‘yes’ to all of the...
Regardless of the techniques used to entice customers, a standard acquisition strategy generally has the potential to deliver prospects of both high and low value. On the positive side, prospects who are converted into active customers may prove themselves to be worthwhile targets because of the revenue...
It seems that scatter-gun emailing still a viable way to educate consumers about a brand, from the amount of irrelevant stuff that was yet again in my inbox when I logged in this morning. Yes, I think it’s great that email marketing is on the up; brands are increasingly recognising it as a brilliant...
It really amazes me that there are still so many sloppy emailers that think they can apply the same strategy to their international campaigns as they do their UK campaigns, and use the same content and creative. Just last night I received an email from an Australian winter sports travel company telling...
As you may have read in a previous post, our house is currently a building site and we’re living in temporary accommodation. Although the flat is nice enough, the family and I are all starting to miss our creature comforts: my wife and I the garden and the Sky Plus HD box, the kids their trampoline....
I’ve recently come back from a couple of days in the north, where I had breakfast, lunch and dinner with most of our agency partners in that part of the world. As ever, leaving the London smog and arriving in Manchester, I get a real buzz from the sense of community you get when talking to media agencies...
This week I was at an industry event chatting with a couple of old mates – one from a traditional media background who now works on the client side, and one from a media agency – about the use of data in our industry. While my agency friend, perhaps unsurprisingly, was up to speed with most of the huge...
