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Retention

Could getting rid of CTPS be a wasted effort?

Many of you will be aware of the Telephone Preference Service (TPS), which is essentially a ‘do not call’ list for consumer telephone numbers. But what about Corporate TPS (CTPS)? The CTPS list currently holds 2.6m telephone numbers. Similar to TPS, it’s a list of business telephone numbers that have opted out from receiving

Conversational marketing: The art of conversation

In an age of the consumer, mass communication and consumption of disposable information, marketers face the challenge of offering consumers a unique, engaging dialogue. As the way we interact with each other changes, it poses the question, have we lost the art of conversation? With the proliferation of digital channels where we are

Marketers: Do you know what interests people?

“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it's an ad.” Howard Gossage. I’ve used this quote from ‘The Socrates of San Francisco’ as a bit of a touchstone in recent years. At face value, it’s a call to creatives to develop ideas that meet a human need or spark

Nuisance calls and spam texts: Is the ICO doing enough?

The sky-high volume of spam texts and unsolicited cold calls doesn’t appear to be abating. When the DMA surveyed 1,200 UK adult mobile owners last year, we found that 42% had received an unsolicited message for accident claims or PPI. One year later, it seems that there has been little change; the operator disconnections for misusing

Give your CRM a personal touch

Over the last few years, customer relationships have become harder than ever to manage. This shift is partly due to customers receiving more generic rather than targeted information and offers. Marketers, therefore, need a strong customer relationship management (CRM) strategy to effectively connect with their customers. CRM has been

Evolve or perish – the Darwinian theory of agencies

In the 10 years that I've been running my agency, one thing that has been truly constant is the pace of change. We have seen the rise of web 2.0, eCommerce, eCRM, the birth of social media and its rapid rise to mainstream media status, the growth of user-generated content and now it's all about mobile, the semantic web and big

SCV: Don’t treat consumers as a field in a marketing database

Today’s consumers are increasingly comfortable with communicating across multiple channels. This channel-savvy mentality means that they expect brands to understand who they are, what they want, when they want it and connect with them in the way they have requested. In other words; they expect interactions to be personal and to be

Goodbye QR codes, hello digital watermarks

Fans of digital watermarks will tell you that they offer everything a QR code does without the clunkiness. Because a digital watermark is invisible it won’t spoil the design of a beautiful magazine cover. And, you can also store lots more data than you can in a QR code. But if a digital watermark is invisible, how do people know

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