News that we are in the grips of a double-dip recession makes gloomy reading for everyone.
Luckily, most seasoned marketers were already expecting this year to be tough, and are well prepared to weather the storm a little longer.
Authors
Heather Westgate
Survival of the fittest
Some of the world’s brightest and most influential marketers gathered at the Festival of Media Global event in Switzerland last month.
Naturally, the opportunities and threats of digital media featured heavily in discussions. And a prominent theme was the risk of marketers over-investing in platforms that are not appropriate for their business.
Is good service really a hygiene factor?
“The last six pitches we did were for clients that complained of terrible service elsewhere.”
This comment from UM London’s head honcho in last week’s Campaign should get agencies everywhere sitting up and taking notice.
Derek Holder – a star is lost
The direct marketing industry lost one of its biggest stars this week.
Sadly, Professor Derek Holder, co-founder of the IDM and all-round champion of direct marketing, passed away on 14 February.
Bed-hopping is a no-brainer
When the recession hit hard three years ago, some very influential marketers predicted that things would never be the same again. In many ways, this has proved to be the case – whilst things are now on more of an even keel, most business sectors seem to be characterised by a sense of ongoing uncertainty.
Integration needs to be more than skin-deep
Digital marketing’s ongoing evolution and maturation is evident across the industry. And it’s fair to say that this is being driven in part by the adoption of traditional direct marketing techniques – such as ‘test and learn’ strategies – which drive a virtual circle where activity gets better and more effective over time.
Please be me…
The countdown is on for 7 December when the direct marketing industry will recognise the landmark campaigns of 2011 at the DMA Awards.
After ten years’ involvement with the DMAs – as a judge and on the Awards Committee – It is always exciting to be judging work which makes you truly think “I wish I’d done that”!
“It’s a great time to be a marketer” (but will it be in ten years?)
Sorry, Microsoft, to shamelessly paraphrase your strapline. But it’s true. A career in marketing has never been as exhilarating as it is today. The digital revolution has had a profound impact on the way we develop strategies and engage with target audiences. It’s dynamic, exciting and fun.
Is client servicing a dying art?
‘People buy people’ the saying goes. This is as relevant in the world of marketing as any other industry. But the reverse is also true. Poor communication and a lack of chemistry can cause client-agency relationships to break down, or fail to ever get off the ground.
Haymarket © 1957-2013