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sponsors
In association withthe DMA
 
contents
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02 consulting editor and editor’s note
consulting editor – Nici Stathacopoulos – a note from one ofdirect marketing’s leading guru’s about the exciting times aheadfor the industry.editor – Michelle Sturman – a brief introduction to this year’spublication.
03 sponsor – the direct mail centre
the DMC demonstrates why direct mail is so vital to the industryas well as introducing an exciting new product.
04 direct mail = junk mail
Mashepo Majola, senior manager at the DMC looks at how toaddress the perception of direct mail as junk mail.
06 sponsor – the RCS Group
the RCS Group offers advice and tips on how to use directmarketing effectively.
08 creating a platform for dialogue
Vaughan Berry looks at brand activation and experientialmarketing especially within the informal sector.
10 the demise of personal contact
Jodi Starkowitz investigates how online tools have changeddirect marketing
12 5 ways to increase e-mail responses
Janet Roberts in conjunction with the Web Digest For Marketersoffers five easy ways to increase your e-mail responses.
13 podcasting
Michelle Sturman investigates the potential of podcasts withinthe realm of direct marketing.
14 using mobile marketing to build customer relationships
Candy Goodman provides tips on to to engage in ethical andrelevant mobile marketing.
16 getting mobile with one-to-one marketing
Mark Angus writes about the third screen as an interactivemedium for direct marketing.
18 creativity
direct 
asked some of the world’s top creative directors workingin direct marketing ‘what creativity really means in thisenvironment’.
21 promises – direct to you
internal marketing is just as vital to a successful direct campaignas sending out the mailer says Terri Brown.
22 smart technology = smart CRM solutions
the future of smart technology is already here says DenvorPhokaners. Are you ready?
24 databases
a good database is worth its weight in gold – is yours really upto scratch, asks Michelle Sturman.
25 let maps show you the right direction
geo-spatial technology can help to precise pinpoint your targetmarket says Metse Phiega.
26 customer strategy
Doug Leather wants to know if your customer strategy isworking as well as it should.
27 direct marketing takes centre stage
CEO of the DMA, Brian Mdluli, looks at the evolution of directmarketing in South Africa as well as the Direct MarketingAssociation.
28 world trends in CRM
Nici Stathacopoulos zooms around the world picking up bestpractices.
29 a new era in direct
Melvin Chagonda looks at the South African direct marketingtrends.
30 using call centres to deliver effective CRM
Craig Ireland looks at how to use a call centre for effective CRM
31 is blended best?
Stuart Forrest investigates the advantages of blended contactcentres.
32 the best service is no service
Bill Flynn states that customers shouldn’t have to interrupt theirbusy schedules to get what they want from customer service.And there is a way to achieve this.
34 360º Loyalty
Jean-Claude Latter looks at bridging the gap between brandpromise and delivery by creating a loyal workforce.
35 the glue that binds us
Liz Venter offers sound advice on customer engagement strategies.
38 permission marketing – the big difference
Diane de Villiers explains the virtues of adding permissionmarketing to the marketing mix.
40 direct, meaningful, desired and effective: the custommagazine
Fulvia Becatti looks at the benefits of custom publishing andhow to get it right.
case studies
46 eBucks / price ‘n pride48 mtn / eBucks49 gcis / renault50 soul city / telkom51 microsoft / landrover52 mtn53 st luke’s54 rcs / fnb55 mweb49 FNB / Saskopublisher:
Terry Murphy
consulting editor:
Nici Stathacopoulos
editor:
Michelle Sturman
advertising sales:
Robyn Andrews
layout
: Spencer van Graan
proprietor and publisher:
Systems Publishers (Pty) Ltd.1st floor, North Block, BradenhamHall, Rivonia
Tel:
(011) 234 7008 © 2007 Systems Publishers.The opinions in this publication donot necessarily represent the views ofthe publisher
Printed by:
ContiPrint
editorial staff
1
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