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General Session 1: Data Considerations & Privacy Regulations - Raquel Ferrari

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    General Session 1: Data Considerations & Privacy Regulations - Raquel Ferrari General Session 1: Data Considerations & Privacy Regulations - Raquel Ferrari Presentation Transcript

    • DIRECT MAIL IN EUROPE - In the Digital Age - European Transpromo Summit Brussels, 6 October 2009 Raquel Ferrari, Direct Mail and Stakeholder Relations, DDM © UPU 2009 – All rights reserved
    • The Universal Postal Union • A United Nations specialized agency • 191 member countries • Forum for cooperation between governments and/or designated operators and external stakeholders on postal services • Ensures a true universal network of up-to-date products and services • Sets rules for international mail exchanges • Makes recommendations to stimulate mail volume growth and to improve quality of service • Advisory, mediating and liaison roles • Leader in promoting the continued revitalisation of postal services © UPU 2009 – All rights reserved
    • The UPU Nairobi Postal Strategy (2009-2012) takes into consideration not only the physical dimension of the postal network, but also its financial and electronic components © UPU 2009 – All rights reserved
    • NPS - Architecture & content Dimensions Electronic & Financial Axes Development Governance Objective 1 Objective 2 Objective 3 Objective 4 Pillars Network Universal Postal Market efficiency Service Economy Development Interconnection Physical © UPU 2009 – All rights reserved
    • NPS - Strategic directions 1 2 3 4 Network Universal Postal Market efficiency Service Economy Development 4 Programs 5 Programs 5 Programs 4 Programs • Payment Systems • Quality • Promotion • Market research • Cost accounting • Security • Criteria • Diversification • Reform • Customer • Financing • ICTs • Sustainable • ICTs • Access • Stakeholder development • Sustainability interaction • Information Society © UPU 2009 – All rights reserved
    • NPS - Global strategy implemented regionally Europe & CIS Americas CRPT PUASP NPS Arab Caribbean Countries CPU Africa Asia Pacific Europe PAPU APPU CEPT PostEurop © UPU 2009 – All rights reserved
    • The UPU’s Direct Mail Advisory Board (DMAB) • A group of designated postal operators and private sector companies and associations. • Mission: “to foster the growth of direct mail as a factor of economic and market expansion by increasing market knowledge and by developing the expertise of stakeholders at all levels” © UPU 2009 – All rights reserved
    • DMAB members © UPU 2009 – All rights reserved
    • DMAB Business Plan 2009-2012 • Developing expertise: training and education • Increasing knowledge and sharing information: research and communication • Raising awareness: advocacy • Building postal infrastructure: collaboration with other UPU groups • Combining efforts and seeking synergy: collaboration with the industry © UPU 2009 – All rights reserved
    • Why focus on direct mail in the digital age?? © UPU 2009 – All rights reserved
    • Direct Mail Development United States Rest of North America Western Europe Asia Pacific Sub-Sahara Central Asia S. America Middle East Time Embryonic Take-off Growth Highly Developed • Source: UPU/DMAB research, 1997 © UPU 2009 – All rights reserved
    • Direct Mail Development United States Rest of North America Western Europe Asia Pacific Sub-Sahara Central Asia S. America Middle East Time Embryonic Take-off Growth Highly Developed • Today? © UPU 2009 – All rights reserved
    • • A typical product life cycle • This is what is happening with some classes of mail… © UPU 2009 – All rights reserved
    • • Internet? Economic crisis? © UPU 2009 – All rights reserved
    • Positive action! © UPU 2009 – All rights reserved
    • Why focus on direct mail in the digital age? • Marketing media are complementary • Direct mail fosters trade domestically and may also have an important role internationally • Direct mail can be used by businesses of all sizes, including SMEs • Governments and public service can use direct mail to communicate with citizens • Direct mail can be combined with other media, e.g. transpromotional mail! © UPU 2009 – All rights reserved
    • Chris Lensch, NYT © UPU 2009 – All rights reserved
    • Some examples of postal solutions in liberalized Europe © UPU 2009 – All rights reserved
    • © UPU 2009 – All rights reserved
    • Royal Mail’s Mail Media Centre • Why mail is a valuable addition to a marketing campaign • Research: – direct mail and digital are natural partners, with consumers expecting both. – for consumers, email is about getting in touch with them, allowing them to click through to a website, and putting them in control of a relationship. Direct mail is about having an impact on them, and making them feel valued. – mail can help online search work harder by driving up click-through rates. – mail can help deliver web addresses directly to consumers, for brands that perform less well on search. – follow-up mailings can help complete sales that started offline. © UPU 2009 – All rights reserved
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    • Can the economic crisis be beneficial for the direct mail industry? • Advertisers need more effective and cost- effective media, maintaining current customers • More targeted, more relevant, more effective • Relationship building and maintenance • If the Post and the industry work well, they can turn the crisis into an opportunity! © UPU 2009 – All rights reserved
    • The digital age is already proving to be beneficial for the direct mail industry • Digital printing makes personalisation easy • Opportunities exist with Convergence • Physical mail can convey “extra” dimensions to the media mix (e.g. five senses) • Transpromotional mail is a reality! © UPU 2009 – All rights reserved
    • Raquel Ferrari, Direct Mail Markets Development and Consultative Committee Secretariat, DDM © UPU 2009 – All rights reserved
    • Thank you! © UPU 2009 – All rights reserved