Social responsibility and profitability – making the connection with data
In late 2014 Coca-Cola, PepsiCo and Dr Pepper Snapple Group banded together and pledged to cut beverage calories in the American diet by 20% in 10 years. How? By promoting bottled water, low-calorie...
View Article9 factors that influence direct response
In our article on Benchmark Response Rates in December 2014, we asked what realistic direct response rates to expect when putting together a campaign business case. In this follow-up article, we...
View ArticleMeet my better half – why email and social media shouldn’t be without each other
Integration is key to effective omnichannel marketing – different channels that work together to enhance the customer experience. Easy to say, often not as easy to implement, especially with channels...
View ArticleRise of the machines
As we enter the ever braver new world of big data, or simply ‘the information age’, one of the biggest challenges is how to harness information. And beyond harnessing, applying it usefully to...
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World famous direct marketing in New Zealand?
Something came up in conversation the other day about the work in marketing that is done in New Zealand and then what goes on overseas. New Zealand on the world stage There’s an underlying assumption...
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The cross-channel effects of traditional, online display, and paid search...
Today’s marketing environment is characterized by a surge in online shopping and an increasing choice of advertising channels for firms. As a result, firms must understand how advertising in one...
View ArticleStorm in a coffee cup?
So Starbucks have created a bit of a stir in the last few weeks with what looks like a badly signalled and poorly executed loyalty programme change. Starbucks describe the change as follows: “It’s an...
View ArticleBig data, scary and overused?
Big data is one of those scary words that has been bandied around for a little while, and is now arguably overused. By adding the word ‘big’, something that was pretty complicated before, now sounds a...
View ArticleCommon sense email marketing for the win
If you had the key to someone’s house, would you feel comfortable using it to enter without the homeowner’s invitation to give them a sales pitch? Common sense tells you that idea is ludicrous, right?...
View ArticleThe 5 essentials of loyalty programmes in New Zealand
Around this time last year TRA’s Andrew Lewis wrote a fascinating piece on loyalty for Marketing Magazine, closing with the damning conclusion that “we should acknowledge that most loyalty schemes...
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