Direct marketing: Permission

 

Gray Sycamore, director at The Marketing Store, argues that the direct marketing industry needs to recognise that consumers are increasingly in control of interactive communications and the flow of da ...

In this introduction to Admap's report on interactivity, Roderick White explains the growing pervasiveness of this new form of direct marketing. Interactive communications, via traditional and interne ...

Argues that there is still a growing chasm between marketers and customers: customers expect increasingly relevant relationships and communications, but most companies still use product-driven, 'spray ...

Advertisers are recognizing the internet's potential for helping firms directly communicate with consumers using media rich emails. Though the efficiency of such emails cannot be denied, their effecti ...

Although viral marketing has garnered a great deal of attention in the trade press, almost nothing is known about the motivations, attitudes, and behaviors of the people (those sending the email to ot ...

The growing technological ability to connect individually with customers may be undermining the traditional function of the brand as delivering a `promise’ in the aggregate. But branding can be very e ...

A round-table discussion between participants from IBM, Unilever and Pfizer. The discussion covers: how to effectively use new technology (such as iPods, broadband or cell phones, etc.) for marketing ...

This case study demonstrates the contribution made by some impactful and unusual advertising in the rejuvenation of Syndol, a 30-year-old brand of painkilling tablets. Pharmaceutical advertising is of ...

The central issue in this article on permission marketing (PM) is whether consumers should be given the choice to opt-in or opt-out of online communications initiated by sellers. The author discusses ...

This article looks at mobile phone marketing, including: mobiles as a distinct medium; models of wireless marketing; and the extent to which consumers will accept it. It also reports on findings from ...

Preference Service has carried out the largest ever quantitative study of permission marketing. One of the most significant findings was that it functions offline. According to the research over 50% ...

The advent of e-mail as a marketing tool for newspapers has brought with it a new series of benchmarks, rules, and expectations. In this cover story, learn about the circulation and advertising applic ...

When the internet burst on to the marketing scene a few years ago it seemed to answer all marketers problems. It was not only the best ever direct response medium it would also enable dialogue betwee ...

Creativity is vital for motivating customers, and thus vitally affects ROI (return on investment). There are three broad areas of creativity that can be seen to generate sales: product news, strategic ...

Discusses the growth of permission-based e-mail. Customers coping with an overload of information are defining the `rules of engagement'. Marketers are moving rapidly from blanket e-mail to targeted, ...

A review of the current status of permission-based e-mail marketing, and the basic essentials of making it effective. The UK Data Protection Act, and many other European countries, require e-mail mark ...

The author outlines how making free offers on the web can help develop 'email permission marketing' and the building of 'opt-in mailing lists'. He believes that free marketing techniques offer low cos ...