We believe that direct marketing should be held up as the greatest marketing invention we've had, today marking the way for digital marketing's future. But why? What exactly is direct marketing? And what are the implications for the publishing and media sector?

1. The
Future
of
Direct
Marke1ng

2. Direct
marke1ng
–
the
best
inven1on
since
sliced
bread?

3. They
say
sliced
bread
is
the
pinnacle
of
human
achievement
–
though
we’ve
landed
on
the
moon,
split
the
atom
and
more.

4. At
Acxiom,
we
believe
Direct
MarkeAng
should
be
held
up
as
the
greatest
markeAng
invenAon
we’ve
had;
today
marking
the
way
for
Digital
MarkeAng’s
future.

5. At
Acxiom,
we
believe
Direct
MarkeAng
should
be
held
up
as
the
greatest
markeAng
invenAon
we’ve
had;
today
marking
the
way
for
Digital
MarkeAng’s
future.
But
why?
And
what
exactly
is
Direct
MarkeAng?

6. Contents:
What
is
Direct
Marke1ng?
The
Future
of
Direct
Marke1ng
The
Implica1ons
of
Direct
Marke1ng
for
Publishing
&
Media
How
Acxiom
helped
The
Guardian

7. This
slideshare
is
designed
to
share
Acxiom’s
thoughts
on
the
future
of
Direct
MarkeAng
and
help
you
when
considering
your
own
strategies
and
plans
around
direct
and
digital
markeAng.

8. What
is
Direct
Marke1ng?

9. For
many
people,
when
they
hear
the
term
Direct
MarkeAng,
they
think
this
means
only
Direct
Mail.
What
is
Direct
Marke1ng?

10. For
many
people,
when
they
hear
the
term
Direct
MarkeAng,
they
think
this
means
only
Direct
Mail.
What
is
Direct
Marke1ng?
But
Direct
MarkeAng
is
much
more
than
that.

11. Direct
mail
is
a
form
of
Direct
MarkeAng,
but
along
with
telemarkeAng,
and
to
some
extent
email
markeAng,
it
is
not
the
only
form.
What
is
Direct
Marke1ng?

12. What
is
Direct
Marke1ng?
The
most
important
aspect
of
Direct
MarkeAng
is
the
principal
behind
it.
Marketers
using
it
must
be
aiming
to:

13. Get
a
message
or
offer
DIRECT
to
an
individual
What
is
Direct
Marke1ng?
The
most
important
aspect
of
Direct
MarkeAng
is
the
principal
behind
it.
Marketers
using
it
must
be
aiming
to:

14. Get
a
message
or
offer
DIRECT
to
an
individual
What
is
Direct
Marke1ng?
The
most
important
aspect
of
Direct
MarkeAng
is
the
principal
behind
it.
Marketers
using
it
must
be
aiming
to:
That
is
based
on
the
ability
to
RECOGNISE
them,

15. Get
a
message
or
offer
DIRECT
to
an
individual
What
is
Direct
Marke1ng?
The
most
important
aspect
of
Direct
MarkeAng
is
the
principal
behind
it.
Marketers
using
it
must
be
aiming
to:
That
is
based
on
the
ability
to
RECOGNISE
them,
Which
means
you
can
develop
an
UNDERSTANDING
of
them,

16. Get
a
message
or
offer
DIRECT
to
an
individual
What
is
Direct
Marke1ng?
The
most
important
aspect
of
Direct
MarkeAng
is
the
principal
behind
it.
Marketers
using
it
must
be
aiming
to:
That
is
based
on
the
ability
to
RECOGNISE
them,
Which
means
you
can
develop
an
UNDERSTANDING
of
them,
Then
PERSONALISE
the
communicaAon
and
dialogue,
and
improve
abiliAes
to
understand
ATTRUBUTION.

17. DIRECT
>
RECOGNISE
>
UNDERSTANDING
>
PERSONALISE
>
ATTRIBUTION
this
principal
is
Direct
MarkeAng
at
its
best.
What
is
Direct
Marke1ng?

18. The
link
between
Direct
and
Digital
Marke1ng
What
is
Direct
Marke1ng?

19. With
Digital
MarkeAng,
there
are
greater
capabiliAes
but
more
complexity
with
much
more
fragmentaAon.
What
is
Direct
Marke1ng?

20. Digital
markeAng
works
wonders,
especially:
What
is
Direct
Marke1ng?

21. Digital
markeAng
works
wonders,
especially:
What
is
Direct
Marke1ng?
For
mono-­‐channel
ecommerce
brands.

22. Digital
markeAng
works
wonders,
especially:
What
is
Direct
Marke1ng?
For
mono-­‐channel
ecommerce
brands.
If
customers
are
always
logged
in.

23. Digital
markeAng
works
wonders,
especially:
What
is
Direct
Marke1ng?
For
mono-­‐channel
ecommerce
brands.
If
customers
are
always
logged
in.
When
maintaining
current
customer
relaAonships.

24. But
how,
in
the
real
world
should
you
make
sense
of
this
new
markeAng-­‐world
order?
What
is
Direct
Marke1ng?

25. If
you
consider
a
consumer
hoping
for
a
consistent
seamless
experience
across
touchpoints,
or
a
marketer
wrestling
with
varied
digital
channels
to
deliver
that
connected
experience,
a
massive
and
obvious
challenge
becomes
clear.
What
is
Direct
Marke1ng?

26. Addressing
the
challenge
What
is
Direct
Marke1ng?

27. When
it
comes
to
the
customer,
the
best
way
to
understand
and
engage
with
customers
across
mulAple
media,
channels
and
devices
is
directly
through
data.
What
is
Direct
Marke1ng?

28. Recogni1on
is
key
to
success
What
is
Direct
Marke1ng?

29. The
next
stage
is
using
data
connecAvity
to
achieve
seamless
customer
recogniAon,
on
or
offline.
What
is
Direct
Marke1ng?

30. The
goal
is
to
get
a
direct
message
to
a
recognised
individual,
based
on
informed
understanding.
What
is
Direct
Marke1ng?

31. Following
the
Direct
MarkeAng
principals,
the
next
steps
are
to
personalise
and
aSribute
–
measuring
the
impact
and
opAmising
over
Ame.
What
is
Direct
Marke1ng?

32. The
Future
of
Direct
Marke1ng
The
Future
of
Direct
Marke1ng

33. Is
there
a
place
for
what
was
tradi1onal
DM?
The
Future
of
Direct
Marke1ng

34. With
the
advance
of
digital,
is
there
a
place
for
tradiAonal
Direct
MarkeAng;
direct
mail,
email,
telemarkeAng?
The
Future
of
Direct
Marke1ng

35. The
answer
is
of
course
yes;
we’ve
seen
direct
mail
increase,
email
mature
with
prospecAng
easing,
and
telemarkeAng
is
finding
its
place.
The
Future
of
Direct
Marke1ng

36. However
Direct
MarkeAng
will
sAll
change,
conAnuing
not
only
in
its
tradiAonal
form
but
driving
changes
in
omni-­‐channel.
The
Future
of
Direct
Marke1ng

37. The
key
takeaway?
The
Future
of
Direct
Marke1ng

38. The
future
of
Direct
MarkeAng
is
Digital
MarkeAng.
The
Future
of
Direct
Marke1ng
But
in
turn
-­‐the
Future
of
Digital
MarkeAng
is
Direct
MarkeAng!

39. The
Implica1ons
of
Direct
Marke1ng
for
Publishing
&
Media
Implica1ons
of
DM
for
Publishing
&
Media

40. The
Publishing
Challenge
Implica1ons
of
DM
for
Publishing
&
Media

41. Something
Acxiom
have
observed
when
working
with
publishers
in
the
UK,
mainland
Europe
and
the
US,
is
that
they
feel
more
challenged
recently
than
other
sectors.
Implica1ons
of
DM
for
Publishing
&
Media

42. Implica1ons
of
DM
for
Publishing
&
Media
Why?

43. Because
of
the
impact
of
the
digital
revoluAon;
from
smartphones
to
social
media.
Implica1ons
of
DM
for
Publishing
&
Media
Why?

44. However,
although
publishing
and
media
has
been
massively
impacted,
it
has
great
advantage
compared
to
other
industries,
parAcularly
those
trying
to
nurture
customer
relaAonships.
Implica1ons
of
DM
for
Publishing
&
Media

45. Implica1ons
of
DM
for
Publishing
&
Media
For
example:
Insurance
providers:
Customers
are
only
interested
in
speaking
with
them
at
an
increasingly
small
window:
once
a
year
at
renewals
Ame.

46. Implica1ons
of
DM
for
Publishing
&
Media
For
example:
Car
manufacturers:
They
may
only
get
to
engage
(via
dealerships)
once
every
three
or
four
years
when
customers
are
replacing
their
car.

47.
Implica1ons
of
DM
for
Publishing
&
Media
For
example:
Phone
manufacturers:
Apart
from
Apple,
these
are
in
most
cases
intermediated
by
network
providers
or
OS
providers,
and
are
relevant
every
24
months
on
average.

48. These
and
many
other
industries
struggle
due
to
intermediated
relaAonships
and/or
only
an
occasional
opportunity
for
dialogue.
Implica1ons
of
DM
for
Publishing
&
Media

49. Implica1ons
of
DM
for
Publishing
&
Media
Why
do
media/
publishing
companies
have
an
advantage
other
industries
and
brands
don’t
have?

50. Implica1ons
of
DM
for
Publishing
&
Media
Because
they
spent
decades
delivering
content
that
people
want,
and
trust,
building
loyalty.

51. By
delivering
that
content
to
more
touch
points
they
have
started
to
manage
fragmentaAon,
and
as
a
result,
the
publishers
we
speak
with
believe
their
best
customers
are
more
engaged
than
ever
before.
Implica1ons
of
DM
for
Publishing
&
Media

52. UlAmately,
content
is
driving
a
level
of
engagement
that
enables
customer-­‐
centricity.
Implica1ons
of
DM
for
Publishing
&
Media

53. Embracing
innova1on
Implica1ons
of
DM
for
Publishing
&
Media

54. Although
publishers
have
engaged
audiences
they
must
sAll
embrace
new
innovaAons,
such
as
third
party
publishing
and
markeAng
pla[orms.
Implica1ons
of
DM
for
Publishing
&
Media

55. To
compete,
publishers
need
to
be
creaAve
and
innovaAve
but
embrace
change,
and
recognise
that
there
may
be
advantages
to
being
open
to
third
parAes.
Implica1ons
of
DM
for
Publishing
&
Media

56. It
certainly
isn’t
easy
to
predict
what
new
innovaAons
will
impact
businesses
in
any
industry
in
the
next
few
years!
Implica1ons
of
DM
for
Publishing
&
Media

57. Data
is
key
to
success
Implica1ons
of
DM
for
Publishing
&
Media

58. Acxiom
believes
the
key
factor
in
maximising
potenAal
from
today’s
complex
customer
touch-­‐
points
and
new
innovaAons,
lies
in
harnessing
the
data
generated,
using
it
to
understand
what’s
happening,
then
opAmising
customer
engagements.
Implica1ons
of
DM
for
Publishing
&
Media

59. Aligning
Marke1ng
Technology
and
Publishing
Implica1ons
of
DM
for
Publishing
&
Media

60. In
the
last
few
years
publishers
have
experienced
significant
changes
and
enhancements
in
the
technology
they
use
for
direct
markeAng.
Implica1ons
of
DM
for
Publishing
&
Media

61. At
the
same
Ame
technology
has
quickly
evolved
allowing
digital
pla[orms
to
deliver
content
-­‐
and
supporAng
the
need
to
grow
digital
adverAsing
revenues.
Implica1ons
of
DM
for
Publishing
&
Media

62. However,
the
MarkeAng-­‐to-­‐customers
paths
of
Direct
MarkeAng
and
Digital
MarkeAng
have
been
operaAng
almost
separately,
with
neither
side
really
understanding
what
the
other
does.
Implica1ons
of
DM
for
Publishing
&
Media

63. A
combined
view
Implica1ons
of
DM
for
Publishing
&
Media

64. Soon
we
expect
direct
and
digital
to
work
closer,
as
the
insight
direct
marketers
use
is
leveraged
by
digital
pla[orms,
and
the
behavioural
informaAon
collated
through
digital
greater
informs
direct
markeAng.
Implica1ons
of
DM
for
Publishing
&
Media

65. The
technology
to
combine
these
worlds
exists,
and
Acxiom
is
working
with
publishers
in
the
UK,
Europe
and
the
US
to
do
so.
Implica1ons
of
DM
for
Publishing
&
Media

66. Acxiom’s
technology
enables
off-­‐line
insight
to
be
ingested
into
Data
Management
Pla[orms
and
also
within
Premium
Publisher
networks
(like
Facebook,
EBay
and
Twi^er)
so
adverAsers
can
reach
their
audiences
directly
across
our
publishing
client
properAes
and
beyond.
Implica1ons
of
DM
for
Publishing
&
Media

67. Data
Mone1sa1on
Journey
Implica1ons
of
DM
for
Publishing
&
Media

68. UlAmately
the
merging
of
CRM
and
digital
insight
is
an
important
step
towards
organisaAons
being
more
data
driven.
Implica1ons
of
DM
for
Publishing
&
Media

69. Data
driven
enterprises
harness
data
assets
and
use
empirical
evidence
in
decision
making.
Implica1ons
of
DM
for
Publishing
&
Media

70.
More
data
enables
be^er
measurement
of
what
is
actually
happening,
from
the
effecAveness
of
third
party
pla[orms
to
ad
revenue.
Implica1ons
of
DM
for
Publishing
&
Media
Consider
the
innovaAon
(and
disrupAon)
that
publishers
&
other
industries
experience
today.

71. With
consumers
creaAng
exponenAal
digital
footprints,
and
advanced
data
management
technologies,
now
is
the
ideal
Ame
for
organisaAons
of
all
industries
to
embrace
data
moneAsaAon.
Implica1ons
of
DM
for
Publishing
&
Media

72. The
importance
of
data
and
consumer
privacy;
the
ethical
use
of
data
Implica1ons
of
DM
for
Publishing
&
Media

73. It
is
said
in
racing
that
while
you
can’t
win
the
race
at
the
first
corner,
you
can
certainly
lose
the
race
at
the
first
corner,
and
in
the
data
industry
there
is
an
equivalent.
Implica1ons
of
DM
for
Publishing
&
Media

74. We
may
feel
we’ve
been
racing
for
a
while
now
but
there
is
a
massive
corner
looming
large
ahead
for
all
-­‐
recognising
the
importance
of
data
and
consumer
privacy;
the
ethical
use
of
data.
Implica1ons
of
DM
for
Publishing
&
Media

75. Misjudging
or
ignoring
the
importance
of
privacy
and
the
ethical
use
of
data
is
fatal.
Implica1ons
of
DM
for
Publishing
&
Media

76. Trust
is
the
#1
reason
consumers
share
their
data.
Looking
more
closely,
trust
typically
comes
from
security
and
value;
Implica1ons
of
DM
for
Publishing
&
Media

77. Security
in
that
we
keep
it
safe
from
hacking,
loss
and
misuse,
including
security
against
aggressive
use/
selling
to
unrelated
organisaAons.
Implica1ons
of
DM
for
Publishing
&
Media

78. Value
in
the
sense
that
the
consumer
gets
value
in
return
for
sharing
data.
Ask
for
data
without
valuable
return,
and
responses
will
be
negaAve.
Implica1ons
of
DM
for
Publishing
&
Media

79. Deliver
a
great
customer
experience
through
the
ethical
use
of
data,
and
offer
exchanges
of
value,
and
you’ll
build
frui[ul,
trusted,
data-­‐enabled
relaAonships.
Implica1ons
of
DM
for
Publishing
&
Media

80. What
are
the
implica1ons
for
Direct
Marke1ng
in
Publishing?
Implica1ons
of
DM
for
Publishing
&
Media

81. In
publishing,
the
Direct
MarkeAng
team
has
tradiAonally
been
a
small
oasis
of
data
experAse
within
publishers.
Implica1ons
of
DM
for
Publishing
&
Media

82. Now,
as
more
data
becomes
available,
the
demands
on
the
data
teams
will
grow,
and
sophisAcaAon
levels
of
how
data
is
used
for
Direct
MarkeAng
will
advance.
Implica1ons
of
DM
for
Publishing
&
Media

83. Today,
when
compared
to
financial
services,
publishers
don’t
tend
to
have
the
skills
for
creaAng
propensity
models
for
cross
selling,
or
recommendaAon
engines
to
personalise
content.
Implica1ons
of
DM
for
Publishing
&
Media

84. This
is
just
one
of
the
areas
we
see
being
a
real
boost
to
Direct
MarkeAng
capabiliAes
within
the
publishing
sector
as
they
become
more
data
driven.
Implica1ons
of
DM
for
Publishing
&
Media

85. How
Acxiom
Helped
the
Guardian
How
Acxiom
Helped
the
Guardian

86. The
Guardian
asked
us
what
else
they
needed
apart
from
the
technology
to
be
successful
as
part
of
a
change
to
become
more
consumer
centric.
How
Acxiom
Helped
the
Guardian

87. Becoming
consumer-­‐centric
and
data-­‐driven
should
go
hand
in
hand
to
achieve
success.
How
Acxiom
Helped
the
Guardian

88. Within
publishing,
breaking
down
some
of
the
organisaAonal
silos
is
key
to
taking
advantage
of
new
opportuniAes
and
leading
in
the
use
of
data
for
direct
markeAng
in
a
digital
world.
How
Acxiom
Helped
the
Guardian

89. To
find
out
more
about
how
we
helped
Guardian
News
&
Media
boost
global
engagement,
read
the
case
study
How
Acxiom
Helped
the
Guardian