Family Follows Fiction
February 06
Table of Contents
  • Decline 
  • Maturity 
  • Launch 
  • Revamp 
  • Direct Marketing 
  • Linked Resources 
  • MyQuiz 

GOLD Archive

GOLD XXV, Dec. 05

GOLD XXIV, Oct. 05


GOLD XXII, Jun. 05

Email DMLR*News

Italian Text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition n.26
    I. Decline.

    Human beings get their own LifeCycle. Products get their own LifeCycle. Web sites get their own LifeCycle. The lifecycle is represented by the classic four-stage curve --launch, growth, maturity, decline-- each vital system will pass through during its lifetime... whetever we like it or not.
    The LifeCycle for interactive business is probably different from the traditional ones. The curve of online sales (or visits, or behaviors) ramps up faster at the beginning of the cycle, then falls off faster into the end of the cycle!
    If even this DMLR newsletter would be explored by means of the lifecycle theory, we have surely to agree it's standing in its decline phase. It has had so many subscribers in the first six years, I would say until 110 or plus per annum. But last two years the figure of new subscribers has become greatly sluggish, I would say until 10-15 per annum only.
    What's the future for a declining DMLR*News?
    1. 2006 I keep on producing six newsletter as bi-monthly Gold edition both issued on and e-mailed to regular opt-in subscribers!
    2. DMLR newsletter will be also reproduced to introduce other specials as the marketing magazine or the Primo Web contest or the A-list Guru selection; just the shorter edition of this newsletter (L i t e) has finished for real...†
    3. If you are an ideas man, consider the opportunity of collaborative writing, you don't need user names or passwords because you can join this document that's set to show your creative marketing DNA.
    4. Any intensive promotion will be suspended so I could concentrate on the contents --that is much creative and satisfying too-- but true followers are going to support DMLR*News through word of mouth and e-mail messaging.
    5. In any case all contents of this site will rest as material soliciting the memory for the Alzheimer age of myself the author!:)
    †For the 2005 yearbook press on
    DMLR*News / Outline / 05.

    II. Maturity.

    Act your age not your connection speed! This invitation appears to be a good keynote on what is a core characteristic of the mature customer on-line as the Internet is going to change basically the relationship between the user and the medium now in its maturity --indeed the Internet started 10 years ago. Mature Web users don't go around on the Net randomly and don't search for Websites without a purpose. For example, people looking for marketing resources want to enter the right place in a few minutes... The guide to the Web Marketing at is an excellent tool that gets closer to the goal of a realistic surfing the Internet. It's an outliner letting the ideas, tracks, or links flow from one's brain through the fingers into a Web site with the right information. Starting from ten categories by ten Web addresses only takes some effort but the bottom line is that it saves time for visiting useful marketing-oriented resources.
    Even these basic rules can help save time and money when you get connected for searching everything else on the Net:
    - put down what your goals are before opening the connection on-line and try reaching them before closing it;
    - start visiting two or three websites within a limited time (max 20-30') and don't jump from one another only for sake of navigating the hypertrext;
    - save useful pages on your computer and read them afterward off-line;
    - bookmark links on your browser for visiting some pages again in the future only if they are subjected to change or updated frequently.

    III. Launch.

    Merlin Stone is a new entry to the A-list Guru page on
    Merlin is one of the UK's most experienced consultants, lecturers and trainers in CRM, database marketing and customer service. His consulting experience covers many sectors, including financial services, utilities, pharmaceutical, telecommunications, travel and transport, retailing, automotive, energy, IT and the public sector.
    He is the author of many articles and thirty books on marketing and customer service, including Up Close and Personal - CRM @ Work, Customer Relationship Marketing, Successful Customer Relationship Marketing, CRM in Financial Services, Key Account Management in Financial Services, The Customer Management Scorecard, Business Solutions on Demand, Consumer Insight and Marketing Revolution. He is a Founder Fellow of the Institute of Direct Marketing, a Fellow of the Chartered Institute of Marketing and a member of the Market Research Society's Publications Committee. He is also on the editorial advisory boards of the Journal of Financial Services Marketing, the Journal of Database Marketing, the Journal of Targeting, Measurement and Analysis for Marketing and the Journal of Interactive Marketing (the journal of the Institute of Direct Marketing). He writes monthly columns for Database Marketing and Direct Marketing International and for the web site What's New in Marketing (run by the Chartered Institute of Marketing). He has a first class honours degree and doctorate in economics.
    To read the best way of targeting, winning and retaining new customers according to Merlin Stone, along with Alison Bond and Elizabeth Blake, just click on The Definitive Guide to Direct and Interactive Marketing.

    IV. Revamp.

    You may call it revive or restart or rejuvenation or... What is it really? This is the possible fifth stage of the lifecycle... if you won't finish a declining product because there is an opportunity to relaunch it.
    The banner above, titled Family Follows Fiction, presents the brand new magazine I released in January... F.F.F. belongs to the project I started writing in July 2005 when Centromarca was launching a wide advertising campaign to support the consuming of branded products. They asked Italian consumers to write about their personal relationship with a famous brand. Managed by Saatchi & Saatchi, this campaign brought to my mind the most important brands with regards to the Italian households scenario. Find here Part II in English or Italian.
    Fortunately, unlike so much of late, there's a happy ending of this saga made of facts and fiction!

    V. Direct Marketing.

    The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop. It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
    Select and print the three parts of the glossary in English on
    Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the email marketing too...

    VI. Linked Resources.

    (As for Patricia Seybold, I've selected this excerpt from eNEWS, a monthly newsletter issued by the Patricia Seybold Group.
    Customers have become more demanding. They want to do things their way; not yours. As a result, lots of organizations are struggling to redesign their businesses to become more customer-focused. But the real leaders have gone to the next level. They've unleashed customer innovation to transform their entire businesses. They've empowered their customers to challenge their business models, to co-design their products, and to redesign their business processes.
    Do you know or are you one of these leaders in customer innovation? If so, we want to acknowledge and reward your contribution. We want to tell your story in Patty Seybold's next book!
    The deadline for nominations is now February 15, 2006.
    To nominate a colleague or yourself:
    Patty Seybold's Blog:

    VII. MyQuiz.

    Among the sources Net users are employing when they search for products or services the most important are search engines, word of mouth and advertising both online and offline. Are the results from DMLR poll placed on confirming this fact? Moreover: what means are actually considered into the residual response item "other source"?
    Find answer on
Copyright 2006 - All rights reserved (except where indicated). Issued: January 31st, 2006.
Roberto Dondi --word processing, HTML and the ropes.