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ACCM 2009 Keynote Introduction


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Presentation provided with address by Neil O\'Keefe to ACCM on May 5 2009

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ACCM 2009 Keynote Introduction

  1. 2. Welcome To ACCM 2009 <ul><li>Vice President, Catalog and Multichannel Segments </li></ul><ul><li>Direct Marketing Association </li></ul>NEIL O’KEEFE
  2. 3. Welcome To New Orleans The Crescent City
  3. 4. New Orleans History Wars And Disasters Jean Lafitte - 1805 Great New Orleans Conflagration -1788 Hurricane Katrina - 2005 Battle of New Orleans -1814
  4. 5. Another Long History: Catalog And Multichannel Merchants Montgomery Ward “Modern” Mail Order Catalog 1872 Ben Franklin 1 st Catalog 1772 AT&T Toll Free 800 Numbers 1972
  5. 6. Another Long History: Catalog And Multichannel Merchants Montgomery Ward Online - 2009 2004 1983 1994
  6. 7. Today Everyone Is A Multichannel Merchant <ul><li>You must be, because customers, donors and prospects clearly hold the power today, and multichannel choices are what they want </li></ul><ul><li>People avoid marketing because of a cluttered advertising environment and a shortage of time </li></ul><ul><li>New technology helps consumers control media and allows them to create personal media content </li></ul>
  7. 8. Everywhere In Marketing The Lines Are Blurring BETWEEN MEDIA… Radio DVD Streaming Web Audio/Video TV Podcasting … AND BETWEEN MARKETING DISCIPLINES Product Mgt. Advertising Catalog Brand Mgt. Direct Mktg. Customer Relationship Mgt. BETWEEN CHANNELS… Telephone Mobile Cable/DSL/Satellite Broadcast 3G/WiMAX
  8. 9. Direct Marketing: A Multichannel Process No Longer A Single Industry <ul><li>Direct Mail, Catalog </li></ul><ul><li>DR TV/Radio/Magazine/Newspaper </li></ul><ul><li>Internet/Email, WWW/Ecommerce </li></ul><ul><li>Addressable Digital Cable/Satellite </li></ul><ul><li>Mobile </li></ul><ul><li>Teleservices, Insert media, Other </li></ul><ul><li>Ad agencies </li></ul><ul><li>Analytics services </li></ul><ul><li>Contact center services </li></ul><ul><li>Creative </li></ul><ul><li>Data compiling </li></ul><ul><li>Display/digital media </li></ul><ul><li>Email/Search/Web marketing </li></ul><ul><li>List brokers/managers/owners </li></ul><ul><li>Marketing database solutions </li></ul><ul><li>Mailing/fulfillment </li></ul><ul><li>Printing/Variable data printing </li></ul><ul><li>Social media, Mobile, Other </li></ul>
  9. 10. Prevailing Trends In A Paradigm Shift <ul><li>Marketing budgets have been reduced at 75%+ of ANA Surveyed marketers </li></ul><ul><li>Marketing dollars are shifting from advertising to direct marketing </li></ul><ul><li>Direct mail dollars are shifting to emerging media </li></ul><ul><li>Marketers are increasingly turning to integrated, multichannel direct marketing </li></ul>Overall, advertising and marketing budgets are down significantly
  10. 11. Each Direct Marketing Channel Is Large Together They’re A Powerhouse DRIVING $2.0578 TRILLION ANNUAL US SALES Source: The Power of Direct Marketing 2008-2009 Edition Direct Marketing Association Direct Mail (Catalog) Direct Mail (Non-Catalog) Other Insert Media DR Radio Internet Marketing (Non-email) Commercial Email DR Magazine DR Television Telephone Marketing DR Newspaper $166.1 B $363.8 B $547.7 B $154.7 B $481.5 B $155.3 B $28.0 B $90.2 B
  11. 12. 2008 Direct Marketing Expenditures $176.9 Billion With $11.63 ROI (Average) Internet Marketing Email Marketing Catalog Telephone Marketing $21.3 Billion 1.8% CAGR $ 7.28 $35.2 Billion 1.4% CAGR $ 15.55 $24.1 Billion 13.4% CAGR $ 19.94 $42.5 Billion < 1% CAGR $ 8.55 $ 0.6 Billion 17.7% CAGR $ 45.06 2008-13 Growth (Projected) Source: The Power of Direct Marketing 2008-2009 Edition Direct Marketing Association 2008 ROI (Average) Direct Mail (Non-catalog)
  12. 13. Mobile Platform Will Further Enable Every Direct Marketing Channel <ul><li>There are more mobile devices in use today worldwide than TVs and PCs – combined </li></ul><ul><li>Over 86% of US population has at least one mobile device </li></ul><ul><li>More than half (52%) of mobile subscribers use text messaging regularly </li></ul><ul><li>27% of mobile subscribers use web on their phone regularly </li></ul>MOBILE POST EMAIL PHONE CABLE DR MEDIA CATALOG INSERT WEB CONTACT CENTER DIRECT MAIL … X n DIRECT ORDER FUND- RAISING GENERATE LEADS RETAIL PURCHASE SOCIAL MEDIA
  13. 14. Nonprofit Fundraisers Lead The Way With Mobile Giving $5 Donation Text KIDS to 90999 $5 Donation Text HUMANE to 20222
  14. 15. DMA Provides National Advocacy On Issues That Matter Most To Marketing DMA GOVERNMENT AFFAIRS
  15. 16. Viability Of The US Postal Service: Key Issue For All Multichannel Marketers Source: United States Postal Service
  16. 17. More And More Issues Arising In State Capitals <ul><li>SSUTP (Streamlined Sales and Use Tax) </li></ul><ul><ul><li>DMA’s IA actively lobbies in strong opposition SSUTP in state capitals </li></ul></ul><ul><ul><li>Significant cost burdens on businesses located outside the state </li></ul></ul><ul><li>State Do Not Mail </li></ul><ul><ul><li>Six bills proposed so far this session in four states: CT, FL, NJ, NY </li></ul></ul><ul><ul><li>DMA-led Mail Moves America coalition spreading the word about the economic importance of mail </li></ul></ul>AOL Amazon AT&T Comcast eHarmony Experian IAC Intuit United Online VeriSign Yahoo!
  17. 18. Giving Consumers Choices Builds A Bridge Of Trust For Marketers
  18. 19. Hot Issue For Marketing Behavioral Advertising <ul><li>FTC report calls on Internet companies to ratchet up self-regulation of privacy practices </li></ul><ul><li>Coalition composed of AAAA, ANA, DMA, IAB and CBBB is develop common guidelines to be followed by all </li></ul><ul><li>DMA will synchronize with NARC and administer self-regulation and enforcement as part of ongoing Ethics committee processes </li></ul>“ They invite legislation if they don’t do a good job at self-regulation .” FTC Commissioner Jon Leibowitz, NY Times, Feb. 14, 2009
  19. 20. Multichannel Merchant Strategic Advisory Board
  20. 21. Thanks To This Year’s ACCM Program Advisory Committee <ul><li>Lawrence Becker </li></ul><ul><ul><li>The Darden School of Business, University of Virginia </li></ul></ul><ul><li>Lois Boyle-Brayfield </li></ul><ul><ul><li>J Schmid & Assoc. Inc. </li></ul></ul><ul><li>Coy Clement </li></ul><ul><ul><li>ClementDIRECT </li></ul></ul><ul><li>Melissa Dowling </li></ul><ul><ul><li>Multichannel Merchant Magazine </li></ul></ul><ul><li>Lauren Freedman </li></ul><ul><ul><li>the e-tailing group </li></ul></ul><ul><li>Pinny Gniwisch </li></ul><ul><ul><li> </li></ul></ul><ul><li>Jeff Govoni </li></ul><ul><ul><li>America’s Gardening Resource </li></ul></ul><ul><li>Mary Ann Kleinfelter </li></ul><ul><ul><li>Marketing, L-Com </li></ul></ul><ul><li>Heather Lloyd-Martin </li></ul><ul><ul><li>Successworks </li></ul></ul><ul><li>George Mollo </li></ul><ul><ul><li>GJM Associates, Inc . </li></ul></ul><ul><li>Sucharita Mulpuru </li></ul><ul><ul><li>Forrester Research </li></ul></ul><ul><li>Glenda Shasho Jones </li></ul><ul><ul><li>Shasho Jones Direct, Inc. </li></ul></ul><ul><li>Charlie Silver </li></ul><ul><ul><li>Consultant </li></ul></ul><ul><li>Linda Spellman </li></ul><ul><ul><li>Hickory Farms </li></ul></ul><ul><li>Gina Valentino </li></ul><ul><ul><li>Hemisphere Marketing </li></ul></ul>
  21. 22. Today’s Keynote Speaker Claire Spofford
  22. 23. Profitability in Times of Turmoil: Appleseed’s And Orchard Brand’s Measure for Success <ul><li>CLAIRE SPOFFORD </li></ul><ul><li>President </li></ul><ul><li>Appleseed’s Holding Inc. </li></ul>
  23. 24. Questions & Answers
  24. 25. Energy Break In The Exhibit Hall <ul><li>Please Join Us in Hall D </li></ul><ul><li>11:00 - 11:45 AM </li></ul><ul><li>Concurrent Sessions begin at 11:45 AM </li></ul>