JULY / AUGUST 2010 CONTENTS
6 NEWS
4 DataSeal first for meta-morphix Bureau consultancy meta-morphix completes BSi auditing.
5 New business from data8 data8 launches new business focusing on serving those targeting start-ups.
5 ICO OK’s behavioural ads The ICO has given conditional approval to behavioural advertising.
6 Geodem tool offers ‘fresh view’ Geodem segmentation tool from Scientia Data treats customers as individuals.
7 Indicia continues growth Direct agency Indicia completes acquisition of Linnaeus Consulting.
8 B2B News B2Group and DMA unite to give the UK’s SMEs a voice.
10 Letters & Events Your thoughts, and upcoming events.
20 INSIGHT
12 Opinion Fusing research with data IAN ROBINSON Combining research with data gives 20:20 vision, but tread carefully.
14 Cover Story Monetising social media ANTONY BEGLEY
It’s the current hot ticket, but is anyone making money from it yet?
18 One-2-One Richard Lees, dbg ANTONY BEGLEY Database Marketing sits down with one of the industry’s most respected figures.
20 Opinion Time to get closer to IT MALCOLM DUCKETT
It’s never been more important for marketers to get close to IT.
21 Case Study Center Parcs Holiday park group enhances pre- marketing with eCircle.
20 Software Review Budget Calculus JAMES LAWSON
Under the hood of The Customer Partnership’s budget optimiser.
Comment Antony Begley, Managing Editor
Social media is a fascinating topic, at least it is for database marketers. More column inches and web pages have been dedicated to social media than any other topic in the last year or two and virtually every marketer I speak to has his or her thoughts on the role that social media will play in database marketing in the years to come. So it was an enlightening experience to put together this month’s cover story on the monetisation (or otherwise) of social media. And the problem seems to be that, well, nobody has really worked out how to leverage social media in any truly meaningful way, certainly not within the context of a database marketing framework. Sure, there are lots of software products, modules, bolt-ons and more on the market now but the vast majority really just help marketers
‘listen’ to what’s going on in the world of Facebook, Twitter and LinkedIn. So what we’re really talking about here is market research. It may prove to be very good market research, opening a window on a whole new world for marketers, but it’s still market research, no matter how you dress it up. The big problem with turning social media into a force to be bent to the will of database marketers is that it’s difficult to see how the channel can be evolved into one where dialogue can take place, and database marketing as we know it can gain traction. There will be many twists and turns along the way, but social media may end up being just another great source of data.
www.dmarket.co.uk July / August 2010 3
29 FEATURES
29 Address Management ANTONY BEGLEY
Are marketers forgetting the basics of addressing in the rush to digital?
36 Online Marketing Services JAMES LAWSON
The range of services available online from MSPs continues to grow.
36 Call It As You See It... PETER MAYNE Trading Floor Account Director calls for the data industry to take permissions far more seriously.
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