Masterclass
How-to, Fastlane and Masterclass articles
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What's new in marketing law: Future developments
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How to win your customers' loyaltyBudgets are tight and delivering value for money has never been harder, yet customers are more likely than ever to shop around hanging on to your market share right now is all about loyalty, says Jon Severs
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Opting in to best practice with e-mail dataWhen it comes to e-mail data, recommendations and warnings abound. It can be difficult for marketers to understand what the law actually specifies regarding e-mail marketing to consumers, says Mark Smith
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How to use gift cards for marketingGift cards have never been more popular with consumers and businesses wanting to reward staff. But is a gift card strategy a money spinner or a dud? Kate Hilpern finds out how marketers in the B2C and B2B arenas are using the latest gift card technology
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Get great results from market researchTo outsource or not to outsource? This is often the biggest dilemma for marketers when it comes to market research. In house is great for confidential data - and for your budget - but how do you know when it's a job for the experts? Kate Hilpern finds out
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The right route for direct marketingWith consumer behaviours becoming ever more complex amid the explosion of mobile media, it's hard to know which channels will ensure a robust ROI. Kate Hilpern discovers how to create a healthy mix
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How to communicate your brand's valuesEmblazoning your corporate values across all media is a growing challenge. How can marketers make sure that the left hand knows what the right is doing when it comes to corporate comms, asks Justine East
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How to evolve e-mail for mobile usersE-mail and mobile could be comfortable bedfellows - they just need to treat each other better. You need to "get" the technology the way you get your customers when messaging to mobile, says Dan Matthews
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How to get coverage for your campaignWith less than ever to spend on adverts and publicity, what can you do to guarantee a buzz is created around your latest campaign? Good media relations is one potential solution, Claire Murphy discovers
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How to manage and market eventsWhat should you do to hold the perfect conference, fundraiser dinner or exhibit at an expo event, asks Kate Hilpern
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How to create winning web contentKate Hilpern discovers how to create clickable copy, compelling multimedia and unmissable online ads
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How to choose and use CRM softwareThis month's continuing professional development focus is customer relationship management. Could customer service, and the data and loyalty it helps to produce, be the new marketing?
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How to upstage your rivalsDigital media, personalisation and experiential marketing are all being used to flag the attention of passers by with ever more elaborate out-of-home advertising
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The 20 minute course in leading from the bottomGetting your hands dirty at the frontline of business is a useful reality check for managers. It can give practical insight into what is working - or not - and staff will value the input, as long as it is not seen as underhand or as micro-management
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The 20 minute course in managing on reduced resourcesIf there's a glut of unread mail in your inbox, back-to-back meetings in your diary and a collection of office reminders flashing deadlines on your screen, you need our tips for coping when times are tight
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How to market at board levelMaking marketing a board level concern is not only your ambition but your duty: value for money is crucial to post-recession recovery. Using consulting services to measure effectiveness can ensure you have the information your board will understand
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The 20 minute course in pricing strategySales of your product line down? Unsure how to meet your sales targets? Discounting might seem like an easy win, but it could ultimately put your targets out of reach
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How to multiply with a brand franchiseFranchising is made popular by the perception that it's a safe and quick way to grow a business. But one rogue franchisee could turn your firm into a laughing stock
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The 20 minute course in professionalismWhether you're more the mismatched socks type, or someone who starches their collar, it's worth considering whether you're presenting yourself to best effect at work
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How to do qual researchWith clear results a must and budget far from a given, marketers are choosing carefully between traditional qualitative research methods and new digital options
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The 20 minute course in... hiring and firingAfter a tough year for marketing teams, many managers will now be doing their best to motivate the staff who have hung on in there or replenishing the side by recruiting new players
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How to commission creative geniusFreshness, market insight, brand immersion and good chemistry - all are important to good client-agency relations, but nothing more so than good briefs
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The 20 minute course in... direct mailE-mail or snail mail one mistake is enough to render it junk to your audience. But careful copywriting and design will help you
get the best results
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How to reap value with discountsWhen customers aren't spending, coupons, vouchers and loyalty schemes can offer a solution - but get it wrong and you could be selling yourself short
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How to market your work to the FDMarketers may be adroit at advertising, but when it comes to promoting their activities to the finance department, they're often slow to deploy their talents
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The 20 minute course in... sales supportYour product is great and your campaign execution was breathtaking the only thing hindering the ROI your finance director demands is the sales team. So what are you going to do about it?
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The 20 minute course in... crisis managementIn a recession, managing crisis communications is more important than at any other time and marketers have a clear role in guiding the ship
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How to stage events successfullyWill it be alright on the night? Meticulous planning and being prepared for the worst is the secret of successful events marketing
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The 20 minute course in... building brands internallyStaff who read brand statements to customers from a list sanctioned by marcomms are never going to set customers on fire, and could even drive them away. So how should staff get across brand values?
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How to go mobile marketingWhether chasing business customers or consumers, honing an e-campaign can boost returns and ensure you don't miss out on the benefits of e-mail marketing
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