Features List
For further feature details contact the editor on:
noelle.mcelhatton@haymarket.com
This month's feature synopses are below.
Marketing Direct 2008 Features List
February 2008
Special Report - B2B Marketing
Address Management
Key steps to DM
Email/Digital DM
March 2008
Special Report - Top List Owners, Brokers and Managers
Mailing & fulfilment
Data Cleaning
April 2008
Postal Services
IDMF Show Preview
Print and Production
May 2008
Special Report - Telemarketing Leagues
Customer Insight
One on One communications (Digital Print)
June 2008
Special Report - Direct Marketing Agencies
B2B Lists
Data Analysis
July/August 2008
Special Report - Top 100 Mailers Supplement
Field Marketing
Intergrating search and direct marketing
Address Management
September 2008
Special Report - Mailing & Fulfilment
Call Centre Expo Preview
Lists
October 2008
Special Report: List Buying
Home Shopping/ECMOD Preview
Envelopes and Packaging
November 2008
Special Report - Green Direct Marketing
Digital Print
Data Analytics/Market Research
Customer Relationship Marketing
December 2008
Search Marketing
Software
B2C Lists
Please contact individual writers for deadlines and further information on the synopses below.
| Date |
Features |
| 01-Jul-08 |
Feature:Top 100 Direct Mail Spenders Report Anecdotal evidence would have us believe that spend on direct mail is falling significantly, in favour of other channels, mainly digital.
But now comes the evidence: Marketing Direct’s authoritative annual survey, in conjunction with media analysts The Top 100 Direct Mail Spenders Report 2008.
With comments from big budget clients and direct media experts, our report will analyse top line spend figures – did spend rise or fall overall in 2007? – but will also dig below these for the real trends. How many companies increased spend on mail in 2007, and why? Which brands are turning firmly away from mail in favour of digital?
We’ll examine how brands are integrating mail with other media, as well as exploring what channel substitution is going on. Which digital channel is benefiting from the fall in direct mail spend/use? Email is the likeliest candidate but is there any evidence that search is taking spend away from direct mail? Or banner ads?
Looking at sectors, has financial services been finally challenged as the number one spender? And is there any sign that the trend for mail to be used primarily to acquire customers rather than retain them has been reversed?
The report will also feature a special focus on those pure digital brands that do direct mail and what benefits this unlikely partnership of channels delivers. Writer: davidmurphy1@btinternet.com Deadline: 16/6/08 |
| 01-Jul-08 |
Feature: Address management Address management is no longer simply about address verification. Although getting address information correct has always been a fundamental of data management, suppliers of address management package are now looking to move up the direct marketing food chain by providing additional functionality - suppression, deduplication, credit vetting, email appending etc.
This move seems in tune with client demands for more integrated solutions, but who is making the running in this area, and do these companies risk trading mastery of the address management area for jack of all trades status?
Marketing Direct assesses the market for address management. Writer: davidmurphy1@btinternet.com Deadline: 16/6/08 |
| 01-Jul-08 |
Feature: Field Marketing
It makes sense to sell your way out of a tough economic environment – and savvy field marketers are using current market conditions as an opportunity to shout about their ability to measure ROI, whilst helping to build long-term relationships with consumers.
Moreover, field marketing has radically changed over the last decade. This article looks at increased sophistication in the market and analyses the latest trends – including the ways in which companies have developed clever ways of capturing consumer data and are using it to generate long-standing relationships.
We look at the most successful ways to generate sales and customer loyalty through field marketing techniques – how to include effective data collection as part of the initial ‘experience’, alongside, for example, innovative use of the web, mobile and viral, as well as latest tools that marketers are using to boost the efficiency of campaigns.
We look at the data that’s really needed, the best way to collect point of sale information, and what clients really want from this increasingly popular discipline.
Sainsbury’s and GlaxoSmithKline, to name just two big brand names, have increased spend on field marketing. Vodafone has also created a new role for a customer marketing specialist. Analysts predict continued growth in the discipline – and from an ever wider range of industry sectors.
Writer: Lucy Fisher lucy.fisher@haymarket.com Deadline: 16/6/08 |
