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International Post Corporation
  Media survey Belgium - 2007




                         May 2009


                     ...
Agenda

                 Background & Objectives



                 Assessing the communication investments & usage



  ...
Who is International Post Corporation ?



          The International Post Corporation is an association of 24 postal
   ...
Introduction

IPC Direct Marketing Intelligence is a research tool developed to estimate marketing &
communication expendi...
Key questions addressed by IPC study




 What is the actual total media spending in Belgium and the media usage rate ?
...
IPC Direct Marketing Intelligence
                                Methodology

            Step                           ...
Survey Description


  Primary research amongst senior executives with Marketing &
 Communication expenditure responsibil...
Methodology – Universe structure

The results are valid for all companies with an advertising budget of at least €
0.25 m/...
Universe structure : classification of Sectors

    The universe of companies is divided by sectors and constructed with 3...
Media Channels covered



                                     Direct Marketing
                                          ...
Topics

                 Background & Objectives



                 Assessing the communication investments & usage



  ...
IPC Direct Marketing Intelligence
                                  Total Marketing & Communication Expenditure

         ...
Marketing & Communication Expenditure –
                                Belgium 2007

Direct Marketing accounts for 39% of...
Direct Marketing cost structures – Belgium

   Very different cost structures from one direct marketing type to another .
...
Very different Direct Marketing external cost
                            structures by media type – Belgium



          ...
Marketing & Communication investments by Sector –
Belgium 2007
   Highest proportion for direct marketing is for trade. Th...
Marketing & Communication investments
                                 by Sector – Belgium 2007



                   Othe...
Communication channel usage (%)
                                  Belgium
Internet has the highest usage rate (70%) , foll...
Usage of Direct Marketing Media by company type

                          (BtoC or BtoB) : unaddressed is more used in Bt...
Direct Marketing usage and investments

       Direct mail activities account for:
            • 31% of direct marketing i...
Direct Marketing usage by sector (%)

   • Online and e-mail advertising is highest for services
   • Direct mail has a lo...
Topics


                 Background & Objectives



                 Assessing the communication investments & usage



 ...
Advertiser perception of Direct Marketing
                                      effectiveness - Belgium
  - Direct mail sc...
Effectiveness of Direct Marketing Media
                           Addressed direct mail scores very well on all dimension...
Effectiveness of Direct Marketing Media
                               Direct Mail versus other Direct Marketing Media – B...
Main reasons for using Direct Mail

  Direct mail users perceive Direct Mail as a creative communication
  tool , deliveri...
Developing Direct Mail - Belgium
                              Requirements by Level of Usage

   - High demand for evalua...
Topics

                 Background & Objectives



                 Assessing the communication investments & usage



  ...
Cross-media campaigns - Belgium

- Only 21% of advertisers are running multi-media campaigns , using most often 2 media
- ...
Cross-media campaigns users profile


  Cross-media campaigns most often used by public services , trade & finance


     ...
Cross-media Campaigns
                                       Most frequent media combinations

                           ...
Topics

                 Background & Objectives



                 Assessing the communication investments & usage



  ...
Key Findings Direct Marketing
                                Belgium

 The media landscape is increasingly fragmented ac...
Key Findings – Direct Marketing Belgium


 The media landscape is increasingly fragmented across online and
offline media...
Key Findings – Addressed Direct Mail
                               Belgium


  Accounts for 12 % of total media investme...
Key Findings – Unaddressed Direct Mail
                         Belgium


   Unaddressed direct maill accounts for nearly ...
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Ipc Survey Belgium 2009

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Transcript of "Ipc Survey Belgium 2009"

  1. 1. International Post Corporation Media survey Belgium - 2007 May 2009 18 May, 2009
  2. 2. Agenda Background & Objectives Assessing the communication investments & usage Advertisers’ perception of Direct Marketing Cross-media campaigns Conclusions Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 2
  3. 3. Who is International Post Corporation ? The International Post Corporation is an association of 24 postal operators in Europe, North America and the Asia-Pacific region. IPC provides its members with systems and programmes that ensure that international mail is delivered efficiently and competitively. IPC represents the majority of the world’s mail, with its members delivering eighty percent of global mail volumes – more than 330 billion letters each year. Together, providing nearly 2.4 million jobs. Based in Brussels, with an international staff from 16 countries, IPC is an organisation governed by a Board composed of CEOs from eleven member posts plus the Chief Executive of IPC. Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
  4. 4. Introduction IPC Direct Marketing Intelligence is a research tool developed to estimate marketing & communication expenditure, media usage and perceptions of direct mail (both addressed and unaddressed) within advertisers’ marketing mix The survey covers 6 countries ( US , France , the Netherlands , Belgium , UK and Sweden) . Its methodology, adapted from existing projects conducted by Deutsche Post, includes interviews with advertisers as well as a desk research component. IPC worked in 2008 with IPSOS market research group to conduct telephone interviews, personal interviews and analysis. Insights gained from the benchmarking opportunities arising from conducting comparable studies in multiple countries, will support the development of direct marketing as a whole, growing its share of marketing & communication budgets. Understanding the dynamics within direct marketing media across a range of markets at different level of online development, will provide a clear picture of how advertisers can best leverage the unique strengths of direct mail as a communication medium. The following report focuses on the Belgian media market . Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 4
  5. 5. Key questions addressed by IPC study  What is the actual total media spending in Belgium and the media usage rate ?  How is direct mail perceived by advertisers versus other media ?  How many cross-media campaigns do advertisers run ?  In what ways can direct mail become a more highly valued media? Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 5
  6. 6. IPC Direct Marketing Intelligence Methodology Step Aim Classification of media channels and structuring 1 of sectors and industry codes 2 Quantitative Desk Qualitative research research research Weighting and fusion of 3 information Consolidation & validation Results and information reflecting the entire market Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 6
  7. 7. Survey Description  Primary research amongst senior executives with Marketing & Communication expenditure responsibility, managing directors or business owners  1,027 interviews with additional 8 in-depth interviews amongst national Top100 advertisers  Robust sampling structure, developed in cooperation with market research  Results weighted and extrapolated to represent total universe of companies in Belgium (with an annual advertising budget of more than 0.25m € per year) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 7
  8. 8. Methodology – Universe structure The results are valid for all companies with an advertising budget of at least € 0.25 m/ year Industry Sectors Country Trade Services Manufacturing Industry Total US 634,000 1,222,000 428,000 2,284,000 DE 383,000 530,000 346,000 1,259,000 UK 172,000 280,000 136,000 587,000 FR 230,000 282,000 141,000 653,000 NL 93,000 153,000 83,000 328,000 BE 48,000 51,000 29,000 128,000 SE 41,000 74,000 38,000 153,000 TOTAL 1,601,000 2,592,000 1,201,000 5,392,000 Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 8
  9. 9. Universe structure : classification of Sectors The universe of companies is divided by sectors and constructed with 3 levels of detail: First Level Trade Services Manufacturing Second Level Manufacturing Trade Finance Public Services Other Services Industries • Trade (Wholesale, • Banks • Non-profit • Media • Construction Sector Retail) • Insurances • Utilities (Energy, • Travel/ Tourism • Agriculture • FMCG (food, • Other financial Telecom) • Leisure/ • Mining Third Level household services • Government Entertainment • Production products, etc.) • Health services • Automotive repairs • Mail order • Education • Other services Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 9
  10. 10. Media Channels covered Direct Marketing Classic Other Traditional Media Media Online Marketing Classic Media with Direct Marketing Response  Addressed  E-Mail Marketing  Print with  Print  Events Mailings  Internet Site response  Insert  Promotional  Unaddressed mail  Banner Advertising  Insert with  Outdoor Campaigns  Outbound response  Loyalty  Paid Search  TV Telemarketing  Outdoor with Magazines  Radio  Inbound response  Fax  Cinema Telemarketing  TV with response Advertising  Mobile Marketing  Radio with response  Cinema with response Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 10
  11. 11. Topics Background & Objectives Assessing the communication investments & usage Advertisers’ perception of Direct Marketing Cross-media campaigns Conclusions Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 11
  12. 12. IPC Direct Marketing Intelligence Total Marketing & Communication Expenditure • Development of concept/ design • External agency fees • Printing/ preparation of material & mailings • Set-up of software / hardware maintenance • Address/ lists/ telephone charges • Postage • Delivery/ technical implementation • Costs of processing of responses • Call centres/ Hotlines • Other costs from external suppliers • Directly attributable salaries & expenditures excluding overheads Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 12
  13. 13. Marketing & Communication Expenditure – Belgium 2007 Direct Marketing accounts for 39% of all advertising expenditure ( full costing basis) Total Marketing & Communication Expenditure 2007 (full costing) € 7.40 billion Direct Marketing Other € 2.86 bn. €.1.35 bn. Unaddressed Mail Direct Mail 6% 12% 18% Online Classic Media 8% € 3.18 bn. 6% Telemarketing 7% 43% Classic media with response mechanism Data: All values in € bn - those costs include both external and internal costs Base: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,027) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 13
  14. 14. Direct Marketing cost structures – Belgium Very different cost structures from one direct marketing type to another . Total Expenditure External Costs (in € bn) (in € bn) External costs Internal costs TV + radio w. response 87 13 0.11 0.09 Print advertising w.r. 77 23 0.33 0.25 Online 72 28 0.42 0.30 Direct Mail 71 29 0.89 0.63 Unaddressed mail 63 37 0.40 0.25 Outdoor w. response 54 46 0.07 0.04 E-mail 48 52 0.13 0.06 Telemarketing 27 73 0.47 0.13 Data: All values in % Base: All companies with a turnover of at least 0.25 m €/year; N=128,376 companies (n=1,027) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 14
  15. 15. Very different Direct Marketing external cost structures by media type – Belgium Direct Mail Online Print w.r. Unaddr. Telemar- TV + Radio E-Mail Outdoor Mail keting w.r. w.r. in bn € 0.63 0.30 0.25 0.25 0.13 0.09 0.06 0.04 9% 19% 16% Creation 24% 24% 11% 29% 35% 49% Production 18% 31% 19% 50% 60% 36% Delivery 27% 36% Response 52% 35% 44% 6% Management 23% 27% 2% 10% 0% Others 3% 24% 7% 3% 18% 1% 2% 12% 3% 9% 11% 4% 4% 7% Data: All values in % Base: All companies with a turnover of at least 0.25 m €/year; N=128,376 companies (n=1,027) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 15
  16. 16. Marketing & Communication investments by Sector – Belgium 2007 Highest proportion for direct marketing is for trade. This is driven by high direct mail investment (18%) . Trade Finance Services 17% 31% 12% 4% 4% 33% Tot .Dir Marketing : Tot .Dir Marketing : Tot.Dir Marketing : 48,201 companies 43 % 46 % 36 % TOTAL €bn 2.24 TOTAL €bn 0.81 TOTAL €bn 4.01  Telemark /Unadd.Mail 0.34  Telemark /Unadd. Mail 0.13  Telemark /Unadd.Mail 0.51  Direct Mail 0.40  Direct Mail 0.10  Direct Mail 0.35  Online 0.16  Online 0.03  Online 0.34  Response mechanism 0.14  Response mechanism 0.03  Response mechanism 0.26  Classic advertising 1.03  Classic advertising 0.27  Classic advertising 1.93 Other advertising 0.18 Other advertising 0.25  Other advertising 0.62 Data: All values in € bn Base: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,207) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 16
  17. 17. Marketing & Communication investments by Sector – Belgium 2007 Other Services Public Services Manufacturing Tot. Dir Marketing : Tot. Dir Marketing : Tot.Dir Marketing : 38 % 33 % 14,640 companies 31 % TOTAL €bn 2.30 TOTAL €bn 0.90 TOTAL €bn 1.14  Telemark /Unadd. Mail 0.31  Telemark /Unadd. Mail 0.07  Telemark /Unadd.Mail 0.06  Direct Mail 0.18  Direct Mail 0.07  Direct Mail 0.12  Online 0.24  Online 0.07  Online 0.08  Response mechanism 0.15  Response mechanism 0.08  Response mechanism 0.10  Classic advertising 1.33  Classic advertising 0.33  Classic advertising 0.23  Other advertising 0.09  Other advertising 0.28  Other advertising 0.55 Data: All values in € bn Base: All companies with a turnover of at least € 0.25m /year: Universe: 50,883 companies Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 17
  18. 18. Communication channel usage (%) Belgium Internet has the highest usage rate (70%) , followed by print advertising (49%) , trade fairs (37%) & Direct mail (34%) Direct Marketing : Classic Advertising (with/without response mechanisms) : Internet Site 70 Print advertising 34 Inserts Direct Mail E-Mail 32 Outdoor 17 Radio Unaddressed mail TV Overall Banner advertising 14 With response mechanisms Telemarketing 11 Other Advertising : Trade fairs 37 Inbound telemarketing 9 Customer magazines 13 Outbound telemarketing 6 Promotional camp. 9 Paid-search 4 Couponing 9 Mobile Marketing Fax advertising 4 2 Data: All values in % Base: All companies with a turnover of at least 0.25 m €/year; N=128,376 companies (n=1,027) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 18
  19. 19. Usage of Direct Marketing Media by company type (BtoC or BtoB) : unaddressed is more used in BtoC than in BtoB whereas addressed mail suits very well for all businesses Data: All values in % Base: All companies with turnover of at least € 0.25m /year N=128,376 companies (n=1,027) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 19
  20. 20. Direct Marketing usage and investments Direct mail activities account for: • 31% of direct marketing investments • 12% of total marketing and communication investments • 34% usage IPC DMI 2007 Direct Mail Investments Total investments € 0.89 bn Internal costs € 0.26 bn External Costs € 0.63 bn Direct Marketing Expenditure Data: All values in % Base: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,027) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 20
  21. 21. Direct Marketing usage by sector (%) • Online and e-mail advertising is highest for services • Direct mail has a low user share for public services Trade Manufacturing Services Financial Services Public Services Industry Online * 70 62 82 68 68 35 34 37 37 26 Direct Mail 33 21 40 35 32 E-Mail 48 20 23 27 21 Print with. resp. Unaddressed 17 18 12 29 22 Mail 8 7 14 17 22 Telemarketing 4 15 1 6 3 Outdoor with response TV & Radio with response. 3 1 4 5 7 N= 48,201 N= 29,292 N= 30,623 N= 5,620 N= 14,640 (n = 284) (n = 237) (n = 250) (n = 125) (n = 131) Data: All values in % * Online: Internet Site, Base: All companies with a turnover of at least 0.25 m €/year: n = actual interviews N = weighted data to reflect universe Banners & Paid searches Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 21
  22. 22. Topics Background & Objectives Assessing the communication investments & usage Advertisers’ perception and expectations of Direct Marketing Cross-media campaigns Conclusions Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 22
  23. 23. Advertiser perception of Direct Marketing effectiveness - Belgium - Direct mail scores very well on all communication objectives - Unaddressed mail are best in acquiring new customers Existing Customer Retention Short Term sales to End Brand Image Advertising Product Advertising Acquisition of new Customers Customers Addressed Addressed 1 TV advertising 50 TV advertising TV advertising with 1 57 1 direct mail 43 with response 1 with response 72 1 72 direct mail response 2 Internet Site 40 2 Unaddressed 35 2 Internet Site 43 2 Ads in newspaper, etc 40 Unaddressed mail with response 2 mail 42 E-mail 3 Addressed 41 3 27 3 Internet Site 31 direct mail 3 Addressed 36 Ads in newspaper, etc marketing direct mail 3 with response 40 Outbound TV advertising 4 Ads in newspaper, etc 31 Outbound 4 telemarketing 22 4 28 with response 4 Internet Site 36 4 39 with response telemarketing Unaddressed Unaddressed 5 17 5 Ads in newspaper, etc 27 5 mail 28 Unaddressed 5 Internet Site 35 mail with response 5 mail 28 Inserts in newspapers, E-mail Outdoor advertising 6 Outdoor advertising 33 6 15 6 26 6 27 6 Outdoor advertising 24 with response etc. with response marketing with response with response Outdoor advertising Outbound 7 Addressed 32 7 Ads in newspaper, etc 14 7 23 7 16 direct mail with response with response telemarketing 7 Inserts in newspapers, 20 etc. with response Outbound 8 Radio advertising 14 Inserts in newspapers, Inbound 8 telemarketing 23 with response 8 24 8 telemarketing 9 Outbound etc. with response 8 telemarketing 18 9 Inserts in newspapers, 9 9 Mobile 3 9 Inserts in newspapers, 10 etc. with response E-mail Marketing etc. with response 9 E-mail 17 9 12 marketing marketing Outdoor advertising 10 E-mail 6 Mobile 10 with response 2 Inbound marketing Internet banner 10 6 10 telemarketing 9 10 6 Marketing advertising 11 Internet banner 1 advertising Mobile 11 Internet banner 4 Inbound 11 Internet banner 6 11 Marketing 4 advertising 11 5 advertising telemarketing 12 TV advertising 0 with response Internet banner 12 Mobile 2 Mobile Radio advertising 12 4 Marketing 12 2 12 with response 5 advertising Marketing 13 Radio advertising 0 with response Paid for 13 Paid for 1 Inbound 13 2 internet search 13 Paid for 1 13 4 internet search internet search telemarketing 14 Paid for 0 internet search Radio advertising 14 Inbound 0 Paid for 14 0 telemarketing 14 Radio advertising 1 14 3 with response with response internet search Data: All values in % Base: All companies using the specific medium Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 23
  24. 24. Effectiveness of Direct Marketing Media Addressed direct mail scores very well on all dimensions BE Data: All values in % Base: All companies using the specific direct marketing medium Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 24
  25. 25. Effectiveness of Direct Marketing Media Direct Mail versus other Direct Marketing Media – Belgium Data: All values in % Base: All companies using the specific direct marketing medium Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 25
  26. 26. Main reasons for using Direct Mail Direct mail users perceive Direct Mail as a creative communication tool , delivering good and measurable results Users Non-Users Direct mail allows room for creativity 65 Direct Mail campaigns always produce good 49 results The success of Direct Mail can be measured 45 effectively in terms of ROI Data: All values % - Agree / Completely agree Base: All companies with a turnover of at least 0.25 m €/year: Universe 128,376 companies (n=1,027) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 26
  27. 27. Developing Direct Mail - Belgium Requirements by Level of Usage - High demand for evaluation of campaign process by heavy users. - Medium users require more support for creation and address management Users of Direct Mail Total Heavy Medium Low Users Users Users Evaluation of campaign process 13 +24 -5 0 Creation 12 -1 +10 -6 Address management 11 +4 +10 +1 Dispatch and selection 5 -4 +3 -1 Production of the mailing 3 -1 +1 0 Response management 2 0 -2 +1 None of these 55 -21 -17 +6 Data: All values in % Base: All companies whose using direct mail or unaddressed mail (n=507) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 27
  28. 28. Topics Background & Objectives Assessing the communication investments & usage Advertisers’ perception of Direct Marketing Cross-media campaigns Conclusions Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 28
  29. 29. Cross-media campaigns - Belgium - Only 21% of advertisers are running multi-media campaigns , using most often 2 media - Very few cross-media users include 3 or more medias in their campaigns User Share of Cross-Media Campaigns Number of campaigns in 2007: 112,393 campaigns  User of cross-media campaigns Ø number of campaigns per company:  Non-User of cross-media campaigns 4.9 campaigns/ year 2 media 85,535 companies 23,060 companies 3 media 4 media or more Data: All values in % Base: All companies with a turnover of at least 0.25 m €/year and which are doing direct marketing; N= 108,595 companies (n=913) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 29
  30. 30. Cross-media campaigns users profile Cross-media campaigns most often used by public services , trade & finance User Share by Sector User Share by Company size Public Services Small Trade Medium Finance Large Services Manufacturing Industries Data: All values in % Base: All companies with a turnover of at least 0.25 m €/year and which are doing direct marketing; N= 108,595 companies (n=913) Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 30
  31. 31. Cross-media Campaigns Most frequent media combinations BE - Addressed direct mail is used in 20% of cross-media campaigns - The most frequent cross-media combination is print + Internet site (9%) 9% 7% 7% 6% 6% 4% 4% 4% 3% 3% Internet site + Addressed Addressed Internet site + Addressed Print + TV TV + Radio Print + E‐mail Print + Internet Print direct mail + direct mail + e‐mail direct mail + e‐ Unaddressed banner print internet site mail doordrops advertising +  Inserts in newspapers + Outdoor Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 31
  32. 32. Topics Background & Objectives Assessing the communication investments & usage Advertisers’ perception of Direct Marketing Cross-media campaigns Conclusions Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 32
  33. 33. Key Findings Direct Marketing Belgium  The media landscape is increasingly fragmented across online and offline media Direct Marketing had in 2007 a market share of 39% of total advertising expenditure ; in trade & service sectors , direct marketing represents 46%  Cost structures are very different from one direct marketing tool to another : in e-marketing , internal costs are relatively higher than the ones in direct mail  Cross-media campaigns are used by 21% of the companies . In 1 out of 5 cross-media campaign , direct mail is used . Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 33
  34. 34. Key Findings – Direct Marketing Belgium  The media landscape is increasingly fragmented across online and offline media Direct Marketing had in 2007 a market share of 39% of total advertising expenditure ; in trade & service sectors , direct marketing represents 46%  Cost structures are very different from one direct marketing tool to another : in e-marketing , internal costs are relatively higher than the ones in direct mail  Cross-media campaigns are only used by 21% of the companies . 71% of those campaigns use only 2 media . In 1 out of 5 cross-media campaigns , direct mail is used . Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 34
  35. 35. Key Findings – Addressed Direct Mail Belgium  Accounts for 12 % of total media investments and 31% of direct marketing expenditure  Is relatively more important in trade and financial services sectors  31% of companies use Direct Mail  Direct Mail is perceived as a specially effective media for customer retention and generating short-term sales . It is also highly effective for improving brand image and delivering detailed product information .  Direct Mail is appreciated for its creative possibilities , its measurable and proven ROI  Heavy Direct Mail users are mainly concerned with campaign evaluation whereas medium users are focussing on correct addres management and creation . Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 35
  36. 36. Key Findings – Unaddressed Direct Mail Belgium Unaddressed direct maill accounts for nearly 6 % of all media investments and for 15% of Direct Marketing investments 17% of companies ( mainly BtoC) are using unaddressed mail Main advantages are its capability of generating short term sales and acquiring new customers Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
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