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Get back to First Principles
At St Ives we have a fundamental belief that the marketing environment will change, that media channels will evolved and change and the way consumers interact will change BUT that the basic principles of great marketing will never change.
That’s why we believe in First Principles. We have developed, and will continue to deliver, a set of papers and comment pieces around one basic topic - delivering great marketing from First Principles.
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Age of the consumer
This second decade of the 21st century is already characterised by a disruptive shift in power from marketers to consumers. It’s the glorious ‘age of the consumer’.
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The power of personalisation
Personalisation in marketing has many facets – from just getting the right name and address on a letter, to online recognition and delivery of bespoke content.
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Real-time marketing
Are we really living in a real-time marketing world, or is the zealous pursuit of real-time actually a distraction from greater challenges?
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More than just a number
Banks have privileged access to the financial activities and needs of their customers. It’s crucial that a customer can trust the bank with this information.
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Is direct mail relevant?
Let’s get the elephant in the room out in the open. You might think St Ives has an axe to grind or a hidden agenda when debating the role of direct mail in a digital world.
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E-commerce and the high street
There isn’t a shopper out there who hasn’t seen the impact of the two great warmongers on our high street: recession and the internet.
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Media planning in the charity sector
Thirty years ago, planning was pretty straightforward; a fixed budget to be split across a small number of campaigns with a mixture of two or three media.
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Your brand in their hands
As individuals we take for granted that our favourite products will be located exactly where we want them to be when we are shopping, and we are disappointed, even stressed, when they are not.
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The evolution of market research
Is market research an art or a science?
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Save money on print and grow customer relationships
Taking print efficiency to the next level will pay dividends, not just in terms of reduced costs but also in streamlined processes and improved customer satisfaction.