Personalise for Branding, not Sales...

An interview with one of the more thoughtful practitioners of digital marketing, Ed Melvin, Head of Digital at Publicis. The backdrop to our interview was that Ed has received a highly commended for a paper he wrote for this year’s Adman Prize competition, which was directed at the broad area of personalisation. Ed’s paper Stop Selling and Start Building has an interesting hypothesis at its core – namely that in our rush to embrace new digital technology such as customer profiling and data analytics we run a real risk that we lose sight of what marketing should be about – the creation of a compelling brand...

Direct Marketing Special...

In this podcast I am joined by Lorcan Lynch from DataXcel , Ann Marie Dunny from Microsoft, and Dave O’Sullivan from Ignition. We talk about about the resurgence/renaissance of DM, what’s changed, the central importance of data to off-line and on-line marketing, lower postal volumes but increased frequency due to better targeting and segmentation of data etc. Also how DM and Digital are ideal partners. We also preview the forthcoming IDMA Conference Loyalty: Show me the Love  which takes place on October 1,...

Marketing Awards Preview...

In this podcast the show is hosted by guest presenter Dave O’Sullivan from Ignition: Integrated Ideas People — he is joined by Siobhan O’Connell,  Marketing Director of Business Plus Magazine and Fiona Heffernan, Head of Direct Mail at An Post to preview the big Irish marketing awards taking place in May – the AIM All Ireland Awards from the Marketing Institute and the An Post Smart Marketing Awards. Among the category hopefuls reviewed are Eircom, Electric Ireland, Tesco Ireland, Musgraves, Lidl Ireland, Irish Distillers, Liberty Insurance and Kerry...