Interactive Marketing
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Legal and Regulatory Update: Death of the cold call?
Interactive Marketing - Tập 6 - Trang 262-267 - 2005
This is a brief update commenting on the uncertain future of outbound telemarketing as a means of customer acquisition. It examines the impact of legislation and customer resistance on the viability of outbound calling and poses the view that, if drastic action is not taken soon, the practice will cease to be economically viable within five years.
Closing the skills gap in direct marketing
Interactive Marketing - Tập 1 - Trang 59-67 - 1999
While fast growth is a factor in direct marketing's skills shortage, could the industry image and practice be creating a deeper problem? This paper proposes an industry-wide return to core vision and values: thinking, learning, and quality, supported by industry leaders.
Privacy: The Achilles' heel of the new marketing
Interactive Marketing - Tập 3 - Trang 141-153 - 2001
Customer relationship marketing (CRM) is now a major growth area for most firms. An essential aspect of relationship building in CRM is the acceptance by both parties of the free transfer of information between the firm and its actual or potential customers. This free transfer of information has led to concerns about the consumer's ability to manage and benefit from this exchange process. Recent d......
Best Practice: Launch of the Freelander
Interactive Marketing - Tập 1 - Trang 76-82 - 1999
Buyers, and potential buyers, of four-wheel-drive vehicles are, of course, a niche market. This is less obvious than it was in the distant days when the first Land Rover rolled off the production lines, its only competitor that most unforgiving and indestructible of vehicles the US Army wartime surplus Jeep, and its only obvious civilian market farmers and beach bums. There are fewer soldiers and ......
Case Study: William Hill boosts online customer acquisition using e-CRM programme
Interactive Marketing - Tập 6 Số 2 - Trang 176-178 - 2004
The role of lifetime value in customer relationship management
Interactive Marketing - Tập 4 - Trang 7-18 - 2002
This paper will address a topic common among customer relationship management (CRM) practitioners — the use of lifetime value (LTV) models, especially for customer marketing segmentation. It will draw comparisons between LTV and other common marketing/segmentation metrics and how these are used. It will also discuss some of the challenges facing the analyst who wishes to use LTV and how these migh......
The management and communication of customer insight
Interactive Marketing - Tập 6 - Trang 302-316 - 2005
Businesses today are demanding ever more insight as they strive to differentiate themselves. But despite our success in generating customer insight from a range of sources, from database analysis through to market research, it is still too often true that this insight rarely reaches all those that it should, and it frequently fails to drive the strategic planning. This paper will examine the reaso......
A road map to becoming an intelligent e-business
Interactive Marketing - Tập 2 Số 2 - Trang 103-119 - 2000
This paper lays down a roadmap to becoming an intelligent e-business whereby employees, customers and business partners make use of shared common infrastructure technology components to conduct business, become business intelligent and to collaborate. It defines the business drivers and business requirements behind e-business, then shows how to achieve these goals by linking together operational s......
Legal and Regulatory Update: A light touch — The ITC's consultation paper on interactive television services
Interactive Marketing - Tập 2 - Trang 55-60 - 2000
On 29 February 2000 the Independent Television Commission (ITC) published its long-awaited consultation paper on the regulation of interactive television services. Following discussions with broadcasters and various interested parties, the ITC has set out its flexible approach to the emerging new services. Rather than increasing the regulation of interactive services, it is proposing a more stream......
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