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VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
VAD & UBI France - October `09
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VAD & UBI France - October `09

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Overview of DMA, and the Direct Marketing and iDirect economical impact in the U.S.

Overview of DMA, and the Direct Marketing and iDirect economical impact in the U.S.

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  • Hello and welcome to the DMA Membership Orientation. My name is Jennifer Collin and I am the membership account rep for USAA. Today is all about how the DMA can help you becoming a better Direct Marketer. If you take advantage of all that we cover today I guarantee you will be a better marketer at the end of the day. I will be covering a lot in this presentation, and will provide a hand out at the end of links to all who participated.
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The last, but not least item under Research is the ECHO Awards. T he ECHO Awards are the Oscars of direct marketing, it is the only comprehensive international direct marketing award. It recognizes excellence in direct marketing strategy, creativity, and results. This page will show you first-hand what works. Visit the online winners database featuring over 90 winning campaigns that include in-depth strategies and results. Or borrow the book with over 2,500 past ECHO Awards winners from the DMA Library.
  • The first Center of Excellence is Advocacy. The DMA is the voice of the direct marketing community on state, federal, and international levels. We act as advocates for DM standards and self-regulation to ensure responsible marketing, and we also serve as a liaison to government officials to represent direct marketing interests in public policy. The DMA addresses legislative and governmental issues that impact direct marketers such as the Internet, telephone marketing, anti-spam, internet taxation and privacy.
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • I encourage you to explore the DMA’s many offering from research reports, Councils, and events. The DMA offers some of the best-in-class research reports on direct marketing topics. Visit DMA Bookstore to see which ones would be most relevant and useful to you. To enhance the membership experience and provide year-round networking opportunities, DMA has created Special Interest Councils , communities of professionals focusing on specific segments, channels, or industries. Also, check out our upcoming conferences , seminars, and virtual seminars . And remember the DMA offers member discounts for all our events and research.
  • Our councils allow you to engage with DMA at a more in-depth level You have the ability to participate on an Advisory Committee or at an executive level on a Strategic Advisory Board You will have access to an exclusive network of leading professionals Information and updates on latest trends and best practices Special invitations and best pricing on DMA events Specialized monthly communications
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • To start off Id like you to understand the mobile world we live in. Over 86% of US population has at least one mobile device More than half (52%) of mobile subscribers are using text messaging And 20% of mobile subscribers use web on their phone regularly MSN Mobile reaches 40% of Mobile Web Users
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • The DMA support’s and represents all channels of marketing including Email, Social Media, Mobile, Print, Direct Mail, and Interactive Media The DMA stresses the importance of relevant and responsible marketing as the key to improving results to the benefit of all members We advocates to keep all marketing channels open and economically viable
  • I encourage you to explore the DMA’s many offering from research reports, Councils, and events. The DMA offers some of the best-in-class research reports on direct marketing topics. Visit DMA Bookstore to see which ones would be most relevant and useful to you. To enhance the membership experience and provide year-round networking opportunities, DMA has created Special Interest Councils , communities of professionals focusing on specific segments, channels, or industries. Also, check out our upcoming conferences , seminars, and virtual seminars . And remember the DMA offers member discounts for all our events and research.
  • We congratulate you on joining our community and look forward to your continued involvement and support.
  • Transcript

    • 1. VAD 2009
    • 2. <ul><li>Neil O’Keefe </li></ul><ul><ul><li>V.P. Multichannel Segments </li></ul></ul><ul><ul><li>Formerly </li></ul></ul><ul><ul><ul><li>Spiegel Brands </li></ul></ul></ul><ul><ul><ul><li>Regal Greetings & Gifts </li></ul></ul></ul><ul><ul><ul><li>Hanover Direct </li></ul></ul></ul>
    • 3. Introduction to the DMA <ul><li>Global trade association </li></ul><ul><li>Founded in 1917 </li></ul><ul><li>Represents more than 3,400 companies using and supporting multichannel direct marketing </li></ul>
    • 4. Global Reach <ul><li>DMA has established partnerships & affiliates which provide a gateway to international markets. </li></ul><ul><li>As this network continues to grow members benefit from global market knowledge, best practices and skill development via access to other members and associations across 42 countries and counting. </li></ul>
    • 5. DMA Centers of Excellence DMA’s Centers of Excellence Provide a Major Source of Value to Members Advocacy Reputation Education Research Networking
    • 6. Education / Competitive Advantage <ul><li>DMA Global Education Program </li></ul><ul><ul><li>The first global direct marketing education program providing a globally recognized level of direct marketing education </li></ul></ul><ul><ul><li>By 2010 this course will be available in Arabic, Japanese, Spanish and Chinese and will be distributed globally </li></ul></ul>
    • 7. Market Making / Networking <ul><li>Learn from the Best in the World </li></ul><ul><ul><ul><li>Annual Conference For Catalog and Multichannel Merchants (ACCM) </li></ul></ul></ul><ul><ul><ul><li>DM Days New York Conference & Expo </li></ul></ul></ul><ul><ul><ul><li>Email Evolution Conference (EEC) – US and Europe </li></ul></ul></ul><ul><ul><ul><li>National Center for Database Marketing Conference & Exhibition (NCDM) </li></ul></ul></ul><ul><ul><ul><li>National Conference on Operations & Fulfillment (NCOF) </li></ul></ul></ul><ul><ul><ul><li>Nonprofit Conference </li></ul></ul></ul><ul><li>DMA Annual Conference </li></ul><ul><ul><li>The world’s largest marketing exhibition hall </li></ul></ul><ul><ul><li>12,000 attendees. 60% of whom are Director level or higher, representing decision makers from Fortune 500 companies </li></ul></ul><ul><ul><li>Market making opportunities allow your company to stay connected to customers and suppliers </li></ul></ul><ul><ul><li>130 educational sessions led by 350+ experts </li></ul></ul><ul><ul><li>Educational tracks help you chart your course of study </li></ul></ul><ul><ul><li>Sessions organized by level ensures education relevant to you </li></ul></ul>
    • 8. Echo Awards <ul><li>Founded in 1928 The DMA International ECHO Awards Competition honors the world's best direct marketing campaigns </li></ul><ul><ul><li>Outstanding creative </li></ul></ul><ul><ul><li>Superb marketing strategy </li></ul></ul><ul><ul><li>Excellent results. </li></ul></ul><ul><li>Today ECHO welcomes all types of media and judges over 1,000 marketers and agencies across the entire direct marketing spectrum </li></ul>
    • 9. <ul><li>Key Issues Include: </li></ul><ul><ul><li>Anti-Spam </li></ul></ul><ul><ul><li>Do-Not-Mail </li></ul></ul><ul><ul><li>Data Security </li></ul></ul><ul><ul><li>Internet Taxation </li></ul></ul><ul><ul><li>On-Line Behavioral Advertising </li></ul></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><li>Postal </li></ul></ul><ul><ul><li>Telemarketing </li></ul></ul>Advocacy/Public Policy
    • 10. Reputation / Self Regulation <ul><li>A DMA logo associated with your company’s brand conveys compliance and integrity to consumers </li></ul><ul><li>DMA’s Self Regulatory Initiatives Include: </li></ul><ul><ul><li>Guidelines for Ethical Business Practice </li></ul></ul><ul><ul><li>DMAchoice.org </li></ul></ul><ul><ul><li>Commitment to Consumer Choice (CCC) </li></ul></ul><ul><ul><li>Environmentally Responsible Marketer </li></ul></ul>
    • 11. Market Intelligence / Research <ul><li>Benchmark your Business with DMA Market Intelligence </li></ul><ul><ul><li>From DMA proprietary research to carefully selected partner publications your company will gain a competitive advantage by benchmarking your results against global competition. </li></ul></ul><ul><li>The Power of Direct </li></ul><ul><li>Statistical Fact Book </li></ul><ul><li>Quarterly Business Review </li></ul>
    • 12. Global Direct Marketing - 2009 Global DM Advertising spend exceeds $400 billion
    • 13. The POWER of Direct Marketing
    • 14. The POWER of Direct Marketing - 2010 Direct Advertising drives over $1.7 Trillion in U.S. Sales! $334.3 $110.5 $445.8 $458.2 $110.4 $128.7 $68.4
    • 15. Overall DM Sales and ROMI - 2010
    • 16. DM Expenditures and ROMI ROMI = Return on Marketing Investment DM Advertising ROMI is 2x Non-DM! $8.75 $270.0 Total Advertising $5.23 $116.7 Non-DM $11.73 $153.3 Direct Marketing (DM) 2010 ROMI 2010 Expenditures
    • 17. DM Expenditures and ROMI by Medium ROMI = Return on Marketing Investment $40.1 $0.7 Email $8.4 $39.5 Telephone $19.9 $25.4 Internet $15.3 $29.9 Direct Mail (non-catalog) $7.3 $15.6 Catalog 2010 ROMI 2010 Expenditures
    • 18. Top 5 Growth Areas – Expenditures 2010
    • 19. Internet Expenditure Growth – Percent of Direct Source: DMA Power of Direct 2009-2010
    • 20. “ Digital” Expenditure Growth Source: DMA Power of Direct 2009-2010
    • 21. Evolution of Direct Marketing <ul><li>What’s Next? </li></ul>
    • 22. Council Membership - Benefits <ul><li>Members choose from one of 22 Councils </li></ul><ul><li>Inside access to the latest tools in Marketing </li></ul><ul><li>Councils include: </li></ul><ul><ul><li>Insurance & Financial Services </li></ul></ul><ul><ul><li>Mobile Marketing </li></ul></ul><ul><ul><li>Search Engine Marketing </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Many more… </li></ul></ul>
    • 23. Word of Mouth Source: DMA Social Media Council courtesy of Acxiom Friend Count
    • 24. Social Media Source: DMA Social Media Council courtesy of Headmix Commercial Strategy
    • 25. Social Media High Impact Source: DMA Social Media Council courtesy of Headmix Commercial Strategy
    • 26. Measuring the Mobile Market Sources: *Comscore/m:metrics June 2009, ** Comscore January 2009, US Census 2008 Estimate, Nielsen Mobile Media- December 2008; iLoop Mobile, Inc. <ul><li>Approximately 76% of US population has at least one mobile device </li></ul><ul><li>Of mobile subscribers, 53% use text regularly </li></ul><ul><li>Today 21% of mobile subscribers use their Internet browsers to access any news or info </li></ul><ul><li>Those who have cut and/or do not use their landline now totals 34% </li></ul>
    • 27. Enhanced Mobile Devices Source: Luth Research Survey June 2009; Comscore June 2009 Text or Internet Enabled Text and Internet Enabled Text Only
    • 28. Mobile Media Usage Source: The Nielsen Company Penetration by Age
    • 29. Mobile Tactics Source: Forrester – US interactive Marketing Forecast What mobile marketing tactics do you expect to use in the next 12 months?
    • 30. Integration Brand Development Knowledge Mobile Marketing Acquisition Innovation Communication Customer Service Promotion Internet Direct Mail Social Media E-mail What’s Next? Retail Broadcast
    • 31. Merci [email_address]

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