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                           <title><![CDATA[Think Global, Act Local]]></title>
                           <description><![CDATA[Brands can, and should, market to their customers on a local basis By Andy Wheatley, Dircector of Strategy, Tangent Direct Source: Precision Marketing, 14 January 2009 No-one can deny the importance of relevancy and personalisation in communications, using data to segment customers appropriately according to behaviour, channel preference, demographics etc.  However, little is said about the importance of geography, which is as much of an influencer on purchasing habits as other demographics.  Some 80% of purchasing decisions are made locally and yet most brands spend just 20% of their budgets on local initiatives.  Major brands should be...]]></description>
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                           <pubDate>Thu, 9 Jul 2009 13:24:53 Europe/London</pubDate>
                           
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                           <title><![CDATA[Survival of the Fittest]]></title>
                           <description><![CDATA[Direct marketing has a very important role to play during economic recessions The following article appeared in Marketing Week (21 May, 2009). In it, industry experts, including Tangent Direct&rsquo;s Andy Wheatley, talk about the increasingly important role direct marketing plays in times of economic recession. The recession has led to increased sophistication in the direct marketing efforts of the more forward-thinking brands, finds Lucy Fisher. When times were good, brands could rely on consumer trust. If you did a good job, people responded. But having watched the demise of the banks over the past year, consumers have had that trust...]]></description>
                           <link><![CDATA[http://www.tangentdirect.co.uk/survival-of-the-fittest]]></link>
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                           <pubDate>Thu, 9 Jul 2009 13:29:20 Europe/London</pubDate>
                           
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                           <title><![CDATA[Should Tesco join the Magic Circle?]]></title>
                           <description><![CDATA[Local marketing could be a real winner for supermarket brands like Tesco. Can it be true? Has the Tesco bubble really burst as we see its sales growth trailing behind that of its key competitors? Okay, it&rsquo;s still double the size of any rival and takes more than &pound;1bn a week from our wallets, so it&rsquo;s not exactly down in the doldrums yet. Andy Wheatley, Director of Strategy at Tangent Direct explains more. What I find particularly interesting is the growing school of thought that one of Tesco&rsquo;s problems is the fact that it&rsquo;s a victim of its own success....]]></description>
                           <link><![CDATA[http://www.tangentdirect.co.uk/should-tesco-join-the-magic-circle]]></link>
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                           <pubDate>Thu, 9 Jul 2009 16:14:50 Europe/London</pubDate>
                           
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