Reverse Publishing – The Hottest Trend in Hollywood

With Netflix joining the long list of digital brands using print, the phenomenon of ‘reverse publishing’ is one of the biggest developments in brand content The latest digital brand turning to print to reach a new audience has been announced as Netflix. With a market value of $21.2bn and a global user base of 150m, […]

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Why doesn’t Digital marketing work?

We have witnessed the switch from expensive TV ads and high spend on creative agencies to low pay per click and next to nothing costs for social media marketing. This might sound like a great development. In fact, the majority of companies have been quite happy to cut their marketing budgets. Experienced marketers have also […]

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How to Integrate Digital with Direct Mail

It’s a fact that including Direct Mail in a marketing campaign helps to increase the overall campaign ROI. At Romax we have several great case studies where the ROI has rocketed by 350%. But the question is how a company can use direct mail to reach those figures? Let’s Start with the Basics Mail is hard to […]

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Email the great marketing tool! Build your brand using digital marketing!

multi channel marketing

Email ­the great marketing tool! Build your brand using digital marketing! Mantras that have been around now for a few years however there is one sure fire way to  harm your brand’s reputation ­ ignore the unsubscribers. I recently realised that my inbox was getting to overload and it needed a serious pruning of my previously subscribed (or maybe not but we will discuss that later) email nirvana. So I went through a pretty tedious exercise of unsubscribing from those communications that were now irrelevant to me.   It seems however, that just following the link is not enough you then have to give a reason and in some cases your email address. Why? Then to rub salt in the wound you find yourself still receiving the emails you asked to be stopped. A particular case for myself was a renowned Marketing email alert (I won’t embarrass them by naming them directly) who after  4 attempts to unsubscribe are still sending me their daily digest email that I immediately  delete! So this experience got me thinking on how other marketing communications could harm a  brand’s identity and what you can do to limit any damage when you build your brand using digital marketing.   For a start always running your data against MPS (Mailing Preference Service) or TPS  (Telephone Preference Service) depending on the chosen communication route ­- don’t  forget this is obligatory for “cold data”. Running your data against other suppression files such as NCOA (National Change of Address) and most importantly Mortascreen will help  ensure your data is as clean and up to date as possible.   Ensure what is being communicated is relevant, timely and engaging. Nothing will turn your clients and prospects off more than poorly executed campaigns. Remember evoke an emotional  response and the benefits will follow. And finally talk to your customers and prospects how they have indicated they would like to  be. Don’t email someone when they have asked to receive updates by mail for example.   In short, respect people’s wishes, including unsubscribing from emails, and your brand will  be stronger as a result. Blog written by Wes Dowding, Operations […]

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