This year, the DMA awards will feature three more digital categories to reflect the adaptation of direct marketing as people spend more time online.

Last year there were three digital categories – email, digital execution and digital journey. Now there are six – online advertising, email, campaign websites, mobile marketing, eCRM, and new applications/use of new technology. The last is designed to include things such as widgets, social networking and branded content.

By Karen Mapstone of Eclipse Marketing

Concerns about global financial instability and the troubles of banks in France and the UK have shaken consumer confidence throughout the financial services industry.

In difficult times, CRM strategies assume an even greater importance. Effective marketing and CRM techniques can go a long way towards counteracting negative consumer perceptions, and providing customers with the services they want and need.

This means treating customers as individuals, making them feel valued and delivering a better all-round customer experience which will inspire loyalty, reduce churn and help rebuild confidence.