Magazine article Marketing

BT Backs Awards in Telemarketing Drive

Magazine article Marketing

BT Backs Awards in Telemarketing Drive

Article excerpt

By the end of the 90s, telemarketing will have grown into a [pounds]2bn industry, according to new estimates from BT.

That's a ten-fold increase, and BT isn't alone in its optimism: research from The Henley Centre indicates that the telephone is already accepted by 84% of the population as a good way to get in touch with companies - and 52% don't mind being contacted themselves.

It's against this background that BT made the decision last week to sponsor Marketing magazine's first ever Telemarketing Awards.

The deal will see the telecoms giant back the awards with what BT telemarketing communications manager Howard Sandom describes as a "very substantial" investment.

"An award scheme on this scale is long overdue," he says.

He's speaking from experience: BT itself is the UK's biggest user of telemarketing, with more than five million customer contacts made very year from its customer communications centre, which is based in Bristol.

Although Marketing sponsors other awards, such as the IPA Advertising Effectiveness scheme, this will be the first to be owned and run by the magazine - and could be the starting point for awards in other sectors.

"It's tremendously important for us," said Haymarket Marketing Publications managing director Martin Durham.

"Both as a sign of the growing strength of our brand, and as a mark of our commitment to the industry we serve."

The Marketing Telemarketing awards are open to organisations of all sizes which can clearly show that their telemarketing operations, whether in the UK or overseas, have had an impact on the bottom line. …

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