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-up
‘Londoncalling’eventasecondiDisuccess
inbrief
ItwasbilledastheUKversionofMarch’sNew DMIcolumnistIanHughes,ofConsumer
York-based iDi Marketers Forum –andsoitproved Intelligence (page 50),discussed‘massmicro
’Consumersbecomefickle‘
tobe.Top-levelexecutivesansweredthecallto marketing’andsaid:“Itisnolongerabouthow
UKgrocerysalesfiguresrose
headfortheUKcapitallastmonthtodebatethe manyunitsyoucansellbutabouthowmany
by2.7percentinthefirst
internationaldirectandinteractive(iDi)industry connectionsyoucanmake.”Heemphasisedthe
quarterof2009–but
andtonetworkwithpeersfromaroundtheworld. continuingpowerofdirectmethodsinmodern
consumersarelearningto
marketing,saying:“It’squitesimple–itisjustDM
shoparound.SosaysNielsen
onsteriods!”
Scantrack,whichfoundthat
DominicDuffy
Britishconsumersaretaking
(Ceros.com),
moreadvantageofpricecuts
describedatrue
andpromotions,whilesalesof
cross-media
own-labelbrandshavegrown
The iDi London byalmostsixpercent.Also,
debate (above)
campaignasone
preceded the
PanellistsmoderatedbyDMI which“fullyexploits
consumersaregoingshopping
ever-popular
columnistRosemarySmithof theuniquequalities
forgrocerieslessoften.
eighth annual
iDi London panellists
International
RSADirectandOpt-4 (page 42) ofthemediafor (pictured from left): Steve
Direct Marketing
ledthediscussion,which whichitisdestined”,
Kemish, Rosemary Smith
Poland:currencyplan
Networking
and Roger Williams.
Party, at the
centredonthecrossmedia butbemoanedthe
ThePolishGovernmentis
Little Ship Club. challenge–howmarketerscan factthat,otherthanSonyBravia’s‘bouncyball’
pressingaheadwithplansto
optimise‘channelblending’and campaign,fewhavebeensuccessfullyintegrated.
adopttheeurobyJanuary
stitchtogetheronlineandofflinecampaigns. SteveKemish(Adestra)highlightedtheexample
2012.Tojointhecurrency
RogerWilliams(RealiaConsulting)openedthe oftheTripadvisorbrand.Hewarnedcompanies
sharedby16oftheEU’s27
debate–whichwassponsoredbyDMI,1StopData, nottodisplayan‘ivorytowersyndrome’and
memberstates,Polandhasto
PacnetandActimail–sayingmarketingisnowa disconnectwiththe
enteratwo-yearsystem
hugelycomplexbusinessbutstillsuffersfroma market,saying:“If
knownastheExchangeRate
lackofcustomerinformation:“Wemustuse youraudienceison
MechanismII,whichwillallow
marketingchannelstocapturegreater,stronger, Facebook,soshould
onlylimitedcurrency
deeperknowledgeonwhichtocreatelong-term yoube.”
fluctuationsbetweenthe
relationships.”Buthecautionedthattoomuch MikeTalbot
Polishzlotyandtheeuro.The
‘medianoise’couldirritateandendangercustomer
planisforPolandtoenter
iDi London panellists (from
(Alterian)agreed
relationships. left): Mike Talbot, Dominic marketersshould
ERM-IIbeforetheendofJune.
Duffy and Ian Hughes.
did you know?
updatetheir
strategiessincesocialnetworkingisgathering
MappingChinesestreets
pacewithBabyBoomersasmuchasyounger
UK-basedMapMechanicsis
Europe's Internet consumption will overtake time
generations.Butheadded:“Itisdataanddata
nowofferingNAVTEQvector
spent in front of the TV within the next three
analysisthatenablestargetedcampaigns.”
digitalstreet-levelmappingof
years. By mid-2010, Europeans will average 14.2
ConcernswereairedaboutIDtheftandthe
Chinaforlogisticsplanners
hours per week, or more than 2.5 days a month
amountofdataavailableviasocialnetworking.
andmarketers,plusdetailed
online, compared to 11.5 hours a week, or two
Smithconcluded:“Thosewhosaytheydon’tcare
dataofsome1,800Chinese
days a month, for TV, says a report by Microsoft.
aboutdataprivacydon’trealisewhatmighthappen.”
townsandcities.
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4 May 2009 www.dmi-news.com
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