Over my years of selling Print Solutions and now more recently, integrated communication strategies to an array of organisations, it has allowed me to have meetings with some of the great (and not so great, I’ll be honest) marketers of our time. As the position of “print buyer” got consumed into other titles over [...]
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So far ibsl_admin has created 54 blog entries.
Measuring results is the ultimate in accountability for marketing spend. It’s not always easy, so you have to be extremely clear when setting internal expectations. The best way to do this is to revisit those strategic objectives we set out right at the beginning, and determine how you plan to measure the success of [...]
The ICO has just released their 2018 version of their Annual Track report. The report measures the public's trust and confidence in how data is used, and made available. The the advent of and publicity surrounding GDPR, overall trust and confidence has increased, but the public tend to trust public bodies more than private bodies [...]
As we’re focusing on acquiring net new customers, let’s concentrate on channels and approaches that are effective in that area. Data sourcing Now that you have established who your ideal customers are, now we need to go and find them. This job is now much easier, and far less hit and miss, as you [...]
So far you’ve established your strategic priorities and objectives (see blogs 1 and 2), and you’ve analysed your customers and know whom you want to go after. Now you need a data strategy to support that. Why a data strategy is important As internal budgets fight for priority, we often get asked “why should [...]
Understanding your audience We focus on helping customers gain more net new customers, so we’re going to take a look at how best to do that, now that you’ve got your strategic goals and related activities established (see previous blog). Using the example in that blog, we can see that the first initiative was [...]
We all know about strategy, and many people talk about strategy, but in our experience, many organisations don’t employ the long term discipline needed to plan, implement and measure strategic initiatives. This is largely due to people changing jobs more frequently, but also, the need to deliver shareholder value at the end of the financial [...]
Direct Mail: Targeting home movers with Royal Mail Earlier in 2018 The Royal Mail suspended their access to home movers data in order to understand how the service could continue to be compliant with GDPR. We've been tracking progress on this development, as it's an excellent, proven way to target consumers in a particularly [...]
Ahhh, that nirvana, Single Customer View. I remember discussing it with retailers in the 90’s and 00’s when selling enterprise order management, it seemed an impossible dream for enterprises, especially when websites, for example, were often created as a silo operation, building a wall between customer experiences. A recent Harvard Business Review study (in [...]
Print, GDPR and Love Island... and what they all have in common. Whilst the title may leave you pondering, there really is a distinct correlation between these three things, which we’ll come to shortly. The current marketing landscape is now having to adapt once again as it struggles with how to effectively navigate through [...]