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How Channel 4 made data sharing fun for me – no really!

An email I got from Channel 4 the other day got me thinking about data privacy from a consumer's perspective. I recently registered on 4oD so that I could watch stuff from the archive, which meant sharing some personal data. Like most people, I don't do small print and always click on the 'I agree' button to avoid wading through pages of

Have you heard the good news about telemarketing?

Probably not. That’s because the media tends to focus on the few rogue companies that operate outside the law or not within best practice (bad news travels fast). So, are there any positive stories about telemarketing and contact centres? Yes. Definitely. 1. An economic powerhouse Contact Babel’s research shows that one

“All marketing is direct” says Harper Reed

Marketers need to create genuine communities if they are going to talk with people one to one in a very real way, Harper Reed, chief technology officer of Barack Obama's 2012 re-election campaign, told delegates at the DMA Technology Summit on 30 April 2013. Harper sees community as our number one asset and yet we underestimate it.

Navigating the treacherous waters of Big Data

“Not everything that counts can be counted, and not everything that can be counted counts.” This quote, often attributed to Albert Einstein, originated before the evolution of data-driven marketing and Big Data. Yet now, more than ever, we should reflect on what it means in the context of how our marketing decisions are

Telemarketing can be annoying, but only when it’s not relevant

There’s been much press coverage about consumers becoming increasingly annoyed with telemarketing at home. Headlines in the Daily Mail stating “Silent ‘sales calls’ to home phones double in one year” have prompted Ofcom to develop an action plan to tackle nuisance calls. Another consequence of this heightened awareness is an

Why consumer curiosity is a game-changer

When I were a lad and began my career in marketing at a well-known car company, life seemed so much simpler. Consumers knew their place and behaved how we expected them to. Our TV ads (or posters for cheaper car models) were viewed by consumers in their millions. They read our tactical press ad in the national press, picked up Yellow

What are the four models of integration?

Ahead of her keynote address at the DMA Integration Summit: The customer & the orchestra on 12 March, Kate Cox, Head of Strategy for Havas Media, outlines the different types of integration used by marketers today. Real time, dynamic, flexible marketing is the order of the day in most marketing circles. But how can this ideal be

Integration disintegration

Taking an integrated approach to relationship marketing is now de rigueur across the industry. However, while many organisations claim to deliver fully integrated campaigns, in reality they are no more integrated than they were 30 years ago.  They simply exploit more channels than had previously existed. The battle over what should

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