Category: Blog

Why an Earned First Approach Builds Better Customer Relationships

In the age of content overload, adopting an ‘earned first’ approach is the best way of producing content that connects with today’s customers. In this video, I explore how brands can build better customer relationships and earn the trust of those customers. Watch my video to find out more of my thoughts:

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Is GDPR the antidote to customer distrust?

Customer trust is at an all-time low and there’s little wonder as to why. Everywhere they turn, established institutions are letting them down. The Government, still reeling from Brexit, appears rudderless, and the ‘fake news’ epidemic has undermined the authority of the media. Meanwhile, the business fraternity is still associated with the profit-driven culture that ...

The challenge of conducting the modern communications orchestra

Today, every successful communications strategy is comprised of three key elements – creativity, technology and data. Combine these effectively and it’s possible to produce engaging, inspiring work that delivers the right message at the right time in the right context. But to achieve this aim, brands must ensure these three elements work in perfect harmony ...

British copywriting isn’t dead, but it’s in the doldrums

Last week I announced the results of the Direct Marketing Association’s (DMA) census of British copywriters. In short, they weren’t good. We started this campaign by asking if copywriting is dead and although happily, we’ve discovered it isn’t, it’s certainly suffering from depression and ennui.

Six trends that spell turbulence for the airline loyalty market

Customer loyalty is integral to the success of any airline and currently the stakes are particularly high. There has never been more choice between airlines and consumers are prepared to scour the internet for the best deals on flights. Many consumers are also more than willing to risk flying with a new airline if the ...

Want to increase sales? Stop selling

Your phone rings and you don’t recognise the number. You wouldn’t normally answer it but this is the third time they’ve called in the last hour and the semi-constant vibration on your desk is starting to annoy both you and your colleagues.

Mark Runacus

2014 – A vintage year for one-to-one marketing

As Chairman of the DMA Awards Committee I’ve spent many hours of this year locked away, poring over the work of the best and brightest that direct marketing has to offer and I can safely say that 2014 has been a vintage year for the industry. Below I discuss two of the most interesting trends ...

Six principles that will help you better interact with your customers

Every brand, from the smallest start-up to the mightiest multinational, wants to increase engagement with its current and future customers. Although this has long been the case, achieving this aim has become an ever more complex challenge over the course of the last decade. While the digital revolution introduced many new ways for brands to ...

The DMA Code – ‘Common sense’ is the best guidance for any direct marketing strategy

When I was growing up my family ran a china and glassware store and I spent many summers behind the till and on the shop floor. Working in this environment, I soon picked up the basics of marketing – learning how to effectively communicate with customers and why they chose certain products over others. In ...

Face it: Your customers just aren’t that into you

A lot of customer/brand relationships are like bad marriages, they’re full of miscommunication and misunderstanding on both sides. And just like bad marriages, these relationships often break down after breaches of trust and disloyalty come into play. Unwanted brands try to console themselves with the notion that they couldn’t have tried any harder to make ...