We use a smart mix of personalisation techniques and technology to create engaging printed communications and products. 

Familiar with the term “brand police”? If you work in a central or head-office marketing team it’s a term you’ll have had levelled at you at some point. Apparently, it’s not meant as a compliment! But, when it comes to brand management, having the eyes of a hawk and the nose of bloodhound is in all good marketers’ DNA. We simply can’t help ourselves. Which is why, without the right tools, rolling out local franchise marketing can be both a minefield and a headache.

Recent research from Magnolia¹ confirms that over three quarters of IT teams don’t understand marketing buzzwords and jargon. It seems we’re in danger of being misunderstood and even alienating our colleagues if we don’t revert to a bit more straight-talking. “Data driven personalisation” is a phrase that’s become a personal pet-hate of mine. It’s one we regularly trot out, but is there actually any other kind? Because, if you’re not using data to drive your personalisation efforts, then what on earth are you using?

Which came first? Was it the chicken? Or was it the egg? A recent piece by Devora Rogers of Murphy Research, “Direct Mail Shoppers are More Engaged Shoppers”* prompted the same question. Were shoppers behaving in a certain way because of the direct mail they received or, did they respond positively to direct mail because of the type of shopper they are?