Tomorrow’s news today
It’snoteasyforinternationalbrandsandmarketersto
keepupwithconsumersandtheirseeminglyinsatiable
desirefortheverylatestwaysofmonitoringalways-on,
real-time‘ambientawareness’(page10).
I’minformedthatBritsarenowblogginglessand
10
‘Tweeting’more,perhapsbecausemobilechatisless
time-consumingtomaintain.ButanItalianfriend
believesTwitterisalreadyafadingfadaroundMilan,
Features
wherecafésocietyishookedonFriendfeed.com,a
socialmediaaggregator(page22).Meanwhile,BRIC
10Apassionforentertainment
countriesaretakingtoever-updatingtechnologywith
ChristopheJouantellshowtoengagewithconsumers
amazingalacrity,leavingthe‘moredeveloped’
22Blogging...andwhat’snext
marketplacestrailingintheir’techy’wake(page28).
BlundstoneOsterbergerdiscussessocialmediatrends
Socialmediausersseemtobeficklefriends,so
26There-emergenceofmail
quicklydotheymoveon.Butthisisamicrocosmof
CharlesPrescotthassomehopefulnews
28BRICcountries:aleapfrogeffect
SharonGreeneexaminestechnologicaltake-up
26
modernsociety,whichconstantlyseeksnewsofthe
‘nextbigthing’:Iamalreadynoticingthatnewspaper
headlinesabouttherecessionarefewer...the‘crisis’
30Whatishybridmail?
hasn’tgoneawaybutit’sbecomeyesterday’stiresome
It’saquintessentialmarketingtool,saysMikeDavies
topic;likeDayThreeofauniversaldiet(stillcounting
32Turningacrisisintoanopportunity
calories,butwithonehandbackinthecaketin).
AdelePetthasrecessionarysurvivaltactics
AftertheexcellentNextMarketingconferencein
36Spanishexpedition
Spainlastmonth(review,page36),Ispottedasignin
SallyHootonreviewsrecentindustryeventsinMadrid
aMadridbarwhichreadboldly:‘Nocrisishere!’
37Countingthecostofcommunications
AndyRuddlediscussestheprintindustry’scarbonfootprint
39Timetocleanup 28
Whetherthatreferredtocompetitiveprices,thefact
thattherewasplentyofbusystafforjustawistful
desiretoforgettheimplosionoftheworld’sfinancial
Scrutiniseyourdatahygiene,saysBhaveshPatel
systemremainedunclear,despitethelengthoftimeI
spenttheretryingtofigureitout...
Columnists
Weatherforecasterspredictthesunwillshinein
14DatelineAmerica
Europethissummer,aftertwoyearsofdrenchings,
DougSacksonjerks,spammers,swinesandscammers!
andfinancialforecasterslikeNationwideandGfKNOP
saythiscouldhaveadominoeffectontheeconomy
18DMTalk
Improveyour‘onlinerecognition’,saysNickMartin
20Copyclass
HerschellGordonLewisseesclichésinbothdirections
32
aslessgloomyskiesliftconsumerconfidence.
Butitratherdependswhichsurveysyoureador
whichnewssourceyoutap...therecessioniswaning
orgettingworse;adspendisupordown;swinefluis
24OutofAfrica
lethaloraterriblecold.IreckonElvisiseitherdeador
KeithWiserbringsfiveDMlessonsfromZürich
workinginachipshop.
34InsightfromEurope
RecentprojectionsbytheEuropeanCommission,
SusanneHornikelhasresearchedtheHungarianmarket
forexample,remaindepressing–onlyveryslight
41Europeanview
positivegrowthbylate2010.TheBankofEngland
AlastairTempestlooksattheopt-outadvantage
agreesrecoverywillbe‘slowandprotracted’,buta
42Onthecase
globalsurvey(page4)hasamoreoptimisticview.
JennyMoseleyandRosemarySmithexploreadatafortress
Meanwhile,thehousingmarket,particularlyintheUS,
50Customerservice
isreportedtobeimprovingasconstructionspending
IanHugheshasthelastword–andit’s‘mystery’!
risesandhomesalescreepup.
Regulars
So,has‘Armageddon’trulybeenaverted?
Thelasttimearecessionwasthisbadwasaround
4-8Currentaffairs 43Lawreport thetimeoftheSecondWorldWar.Backthen,
12Pointsfromthepost 44Fortherecord agovernmentpostercampaignwasprepared
16Campaignnews 46Websight intheUKbutneverrolledout.Itsstoiccopy
40Goingplaces 48Essentialinternationalservices advised:‘KeepCalmandCarryOn’.
42What’sOn 49SubscribetoDMI Weshouldprintit,justincase.
Direct Marketing International,NewBroadStreet Who’s who: EditorSallyHootonDesignJimCounsell PrintingStephensandGeorge,MerthyrTydfil,UK.
House,NewBroadStreet,London,EC2M1NH UK. Sub editorCarolRandallPublisherMattEdgar CopyrightDirectMarketingInternationalLtd.All
Tel:+44(0)2070439008;fax:+44(0)207023 AdvertisingUK–JohnEdgar,john@dmi-news.com;James rightsreserved.Reproductioninwholeorpart
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DMIBulletin(enewsletter),DirectMarketingWorld, andBelgium–JosUitdenboogaart,jos.uitdenboogaart. (Europe)and£100(restofworld).Fillinthe
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www.dmi-news.com June2009No213
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