Interactive Marketing
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Just tryin' to keep the customer satisfied? Delivering service through direct and indirect channels
Interactive Marketing - - 2003
New Technology Briefing: Video mobile as a marketing tool
Interactive Marketing - Tập 5 - Trang 378-381 - 2004
Video mobile is fast becoming commonplace amongst the 18–35-year-old
demographic, but few have realised the potential of this new media to act as a
route for targeted direct marketing. This paper examines how marketers can
overcome their technical phobias and reach an untapped audience through a
fast-growing medium. It seeks to demystify video mobile and its capability,
clearly outlining the playe...
Best Practice: Tracking customers at Teletext
Interactive Marketing - Tập 4 - Trang 273-280 - 2003
Teletext has a commitment to understanding its users, and using this
understanding to further its business efforts. In the new media sphere,
increasingly sophisticated systems have been implemented in order to understand
customers fully and how they use their products and services. Example cases are
used to illustrate how this has been harnessed to enhance online marketing,
product development and...
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.
Database marketing connects to the Internet
Interactive Marketing - Tập 2 - Trang 129-137 - 2000
Long before the advent of the commercial Internet in the late 1990s, the concept
of database marketing pushed forward a revolution in marketing. Leading
marketers struggled with the implications of three key database marketing
concepts: — individual, addressable customers are the central focus of marketing
— customer data can be collected, analysed and then used to drive marketing —
customer manag...
Value gap marketing: Customer value optimisation using database marketing
Interactive Marketing - Tập 1 - Trang 149-155 - 1999
Your organisation's marketing database is a goldmine of customer information
that helps you separate your most valuable customers from the rest. But are you
getting as much value from your best customers as you can? Do you know that some
of your low-value customers are worth even more than you currently think? Or
which customers will be your best ones three years from now? Value gap
marketing, an ...
E-commerce and identity fraud
Interactive Marketing - Tập 2 - Trang 357-372 - 2001
This paper focuses on the subject of personal and corporate identity in the UK,
the ways in which identity can be substantiated, and the methods used by
fraudsters to invent identities or copy other people's identities. The setting
for this is the Internet, as utilised as a channel of introduction by two market
sectors - retail and financial services. The paper considers the availability
and suita...
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.
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