The end of the road for the ‘customer journey’

The term ‘customer journey’ is familiar to marketers of all stripes but I wonder how many could agree on a definition. Like a lot of marketing terminology, the meaning of this phrase has become warped over time as brands and agencies have twisted it to their own ends. Now it’s most commonly used to describe ...

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 ...

The problem with innovation

One word has come to dominate the DMA Awards over the last few years – innovation. In addition to being the theme of last year’s awards, it’s earned its own category and now underpins the criteria of most others.

Rediscovering the lost art of direct mail

Direct mail is in trouble. Trampled under the march of progress and still lumbered with the tag ‘junk mail’, its stock has fallen rapidly amongst brands who have turned their attention to digital communications. Although this makes good business sense, as it’s considerably cheaper to hit a list of prospects with an email instead of ...

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.

Big Data is dead, long live Smart Data

I’m not a data scientist. But I wish I were. I’ve always had the greatest of respect for them and I love working with them. If I were starting out in planning again today, I’d definitely ensure I acquired those skills.

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 ...

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