Smarter,mobilised
Outwithmydaughterrecently,wewereabitlostin
anunfamiliarcity.Iwonderedoutloudhowfarwe
werefromthetrainstation,whatevertimewewere
likelytogethomeandshouldIenlistassistancefrom
08
apoliceman(ifIcouldfindone).
“Wait,”saidRosie,gettingouthermobilephone
andcalmlyreachingintothebravenewworldof
sciencefiction...Sheflickedthescreen,surfedthe
Features
webandfoundastreetmap.Afewnimblefingertips
latershehadalsodeterminedwhichtrainweneeded.
Iknowaboutsmartphones,ofcourse;squillionsof
08Thinkoutside‘thebox’
peopleusethem,allovertheworld.Butthiswasmy
MaryRamandSusanPensabeneadvisehowtoengage
ordinary,mumsyworld,collidingwiththe21st
withaMexicanDRTVaudience
centuryofmyworkplace.Irealised,atlast,thatmy
16Thepowerofthepostcode
habitofnippingoutwithapurse,ahousekeyanda
Understandit,saysJohnTaylor,andyouhavethe
keytoimprovedmarketingperformance
20Timetoco-ordinatechannels
16
shoppinglistbutwithoutanapps-ladengadgetis
actuallynolongernormal.Normalistakingtheweb
withyou,everywhere.Surfingthewebonapieceof
MikeFisherdiscussestheincreasingvalueofcustomer
plasticthinnerthananold-fashionedchequebookis
engagementagenciesandtheirdatastrategy
nowderigueur(page5).Peoplearemobilising!
26Acrucialroleforemail
So,hastheInternettrulytrouncedallotherforms
SimoneBarrattreportsonthelevelofinfluenceof
ofmedia?Shouldmarketersnowconcentrateonthe
emailmarketingacrossEurope
mobilewebasameansofreachingtheconsumer?
30Sunnierpostcardsfromtheedge
Idon’tthinkso.Iabsolutelyagreethatthe’netis
SallyHootonreviewstherecentUSADMAconference
Columnists 20
themostfantasticthingoutsideofDrWho...and
theiPhonehandierthanhissonicscrewdriver(probably).
ButIbetmybottomdollarthatevenase-commerce
soars,traditionalchannelswillglidealongside;a
07Onthecase
symbiosiseverybitasmutuallyeffectiveasahungry
Doprivacyadvocatesreallymakeadifference?
birdpeckingatick-itchyzebra(page20).
PermissionmarketingexpertsJennyMoseleyand
Postaloperatorsmightwellbeinneedof
RosemarySmithinvestigate
modernisation,buttheystillhavevalueinthe
12DatelineAmerica
businessworld(page16).Forconsumers,letterscan
Eastorwest,plainisbest,saysDougSackswhois
worriedaboutover-useof‘directmarketing-ese’
15DMTalk
Acquisitionisdead,saysNickMartin.Longliveacquisition
26
seemmorefriendlythanemails(page26)andparcels
cansurelyonlymeanpleasure(page6),especiallyin
therun-uptoChristmas.Asfortelemarketing,Ican’t
rememberthelasttimeIreceivedanunsolicitedcall
18Copyclass
–thatdirtyfaceofDMseemstohavewasheditselfup.
HerschellGordonLewisrevisitstheFourGreatLaws
Myconcernisthat–asidefromdeliberate
22InsightfromEurope
scammers(page25),cyberspacehasbecome
SusanneHornikelreviewstheDavidandGoliathofshows
commongroundfornewtraderswhoseethewebas
25Europeanview
ameansofmakingalivingwithoutpayingbricks-and-
Helpwinthefightagainstspam,saysAlastairTempest
mortaroverheads.Therearegenuine‘pureplay’firms
28OutofAfrica
selling/supplyingexcellentproductsandservices,but
Directmarketingormarketingdirect–KeithWiser
therearealsothosewhodon’trespectcustomersor
exploresthesemantics
theirdata(page15)andwhocareevenlessaboutan
34Customerservice
after-salesservice.Thesearestart-upsrunbyupstarts.
IanHugheshasthelastword–andit’s‘dumb’!
Post-recessionthrifthasmadeconsumersmonitors
Regulars
ofpriceaswellasquality.Recently,Ihavehadtwobad
experiencesofbeingtemptedbyoffersfrom
04-06Currentaffairs 19SubscribetoDMI
novicee-sellers–bothsentmehurryingback
07Lawreport 32Websight
tothehighstreet,intothearmsofthereal
14Campaignnews 33Fortherecord
worldexperts.Theonlydifferencewas,this
timeIwentclutchingaweb-enabledgadget.
DirectMarketingInternational,NewBroadStreet Who’swho:EditorSallyHootonDesignJimCounsell PrintingStephensandGeorge,MerthyrTydfil,UK.
House,NewBroadStreet,London,EC2M1NH UK. SubeditorCarolRandallPublisherMattEdgar CopyrightDirectMarketingInternationalLtd.All
Tel:+44(0)2070439008;fax:+44(0)207023 AdvertisingUK–JohnEdgar,john@dmi-news.com;James rightsreserved.Reproductioninwholeorpart
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Bulletin(enewsletter),DirectMarketingWorld, andBelgium–JosUitdenboogaart,jos.uitdenboogaart. (Europe)and£100(restofworld).Fillinthe
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