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Category Archives: Customer-centricity

How not to personalise your next marketing email

By Kathy Salter, @Marketsoft ‘Dear Kathy’ the email started. Well, there’s hope, I thought, optimistically. I’ve received a few ‘Dear ,’ emails recently from organisations that should know better. Marketers, let’s face it, are not the easiest people to engage. We analyse the email at the same time as deciding sceptically whether or not to

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Speed Kills (A Cautionary Tale)

This sad tale begins a few months ago, in a world not totally unlike ours… My wife and I are looking for a new car and, based on research alone, are fairly settled on the New Ford Kuga. During my research, I innocently – whilst browsing the Ford Australia website – filled out a form

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B2B Customers Are People Too

Unless you’ve been living under a (digital) rock, you’ll have read plenty about the rise of the customer and the monumental shift in marketing theory. Some have referred to the movement as the new marketing revolution, the coming of age for direct marketing, even the end to traditional advertising as we know it. The customer

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