In June, members of the DMA’s Brand Activation Coun
2014 will herald the first year in the history of door drop advertising whereby the Royal Mail will be a private sector business, and as it continues to modernise its operations, this should have a positive impact on offline channels like door drop.
Mobile really came of age in 2013. Although the consumer ‘got’ mobile many years ago, it seemed as if most brands finally understood the need to deliver mobile engagement across all channels. One example of the success of mobile came from eMarketer, who showed that mobile media was now 20% of spend, which was double that of 2012. The growth though, is a double-edged sword.… Read more
It’s that time of the year again, when people look back and begin to look forward. Never one to shy away from a challenge, the DMA Social Media Council have dug deep to come up with their predictions for 2014. Here’s my one to get the social crystal ball going.
Throughout the summer months, the DMA asked us “what have we done to make a difference” this year. A simple, yet terrifying question, and after a slightly awkward pause and moment of reflection, it’s clear that hundreds of agencies and brands have stood up to be counted. So, not phased by the might and dominance of a diminutive gnome in 2012 (and the pesky blighter made a reappearance this year), a total of 172 campaigns were shortlisted across 37 different categories at this year’s DMA Awards.… Read more
And so the curtain falls on yet another spectacular DMA Awards. Congratulations to WDMP for beating one of the strongest fields for years to clinch the Grand Prix for its campaign for Monarch Airlines. The Grand Prix was hotly contested, but WDMP won the vote of the Awards’ judging panel because it showed how a genuinely insight-driven, multichannel approach – without a huge budget – can deliver impressive ROI.… Read more
In previous posts on how social media supports the product life cycle I examined how to create a beta community for product testing and how to build social media buzz around your product. After those two stages, you need to tap in to your brand advocates and harness their support for your product.
Entering the direct marketing world as a digital native, I was quite oblivious to the developments that have taken place in print technology over the last few years. Having met a few marketing folk since I joined the DMA I must say I am much more informed now. So if there are any young marketers out there who think offline and digital are different channels, think again.… Read more
As signs point to a strengthening UK economy, the topic of ‘growth’ is unashamedly back in the spotlight. And that means a renewed focus on lead generation and customer acquisition.
A Unilever video ad doing the rounds on the internet has become an instant viral hit, clocking up nearly two million YouTube views since it was posted on 20 November, which also happens to be Universal Children’s Day. The video marks the launch of Project Sunlight, a new Unilever initiative with huge ambitions – to help improve the lives of two million children across the globe.… Read more
I came across these creative ideas over the past few days as I walked about in London. They all had an element of fun, surprise and freshness and offer a few lessons for us direct marketing folk who are always on the hunt for something new to engage our audience with.