Developments in Direct Marketing         What This Means for Posts  Lisa Watson – Direct Marketing Association of Singapor...
About DMAS• Formed   in 1983                          DIRECT MARKETING                                       • Still      ...
DM Trends in Asia #1           DM Skills are Improving  3   03-Jul-12
Three Key Areas of Improvement       Targeting   4    03-Jul-12
5   03-Jul-12
Three Key Areas of Improvement       Targeting       Relevance   6    03-Jul-12
The Power of Data                   Personalization                         vs                   Customization   7   03-Ju...
Personalization is Relatively Easy   8   03-Jul-12
Customization Means Varying Content/Imagesas Well                              Change the image                           ...
Three Key Areas of Improvement        Targeting        Relevance        Tracking   10    03-Jul-12
Quick Response (QR) Codes                            11  11   03-Jul-12
What is a QR Code?       • Created by Toyota subsidiary Denso Wave in 1994       • Used to Add Tracking to Many Things    ...
The Latest QR Codes                           Color                      increases scan                       rates 25-30%...
The Latest QR Codes                      14   14   03-Jul-12
DM Trends in Asia #1                   DM Skills are Improving             But Are Not Yet Best-in-                      C...
Three Key Areas FOR Improvement       Integration       Data Skills       Direct Mail!  16     03-Jul-12
DM Trends in Asia #2        Data Protection & Privacy         Legislation is Spreading  17   03-Jul-12
The Customer’s World Has Changed        More information                           More POWER             More choice  18 ...
Consumers are Fighting Back!• 91%      unsubscribed from opt-in e-mails• 77% more cautious providing their e-mail(versus l...
Today’s Reality           … almost no transaction today,          commercial or otherwise, is even         thinkable      ...
DP Legislation Coming to Singapore in 2012    Do Not Call        <ADV>             SMS   21   03-Jul-12
22   03-Jul-12
DM Trends in Asia #3       Direct Mail is Coming Back        ... But Role Has Changed  23   03-Jul-12
Move from VOLUME to VALUE       VOLUME                 VALUE     Mass                Personalization  Communication       ...
US DMA 2012 Response Rate Report  25   03-Jul-12
US DMA 2012 Response Rate Report“In another first for this edition, DMA compares direct mailresponse rates over time. The ...
A Surprising User of Direct Mail!                                    27   27   03-Jul-12
Summary – 3 Key Trends                     Core DM Skills    UP                   Data Protection Law                    V...
Thank You!        www.dmas.orgLisa Watson – lwatson@dmas.org          27 June 2012
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Developments in direct marketing & what this means for posts l watson for wmx 27-06-12ss

  1. 1. Developments in Direct Marketing What This Means for Posts Lisa Watson – Direct Marketing Association of Singapore 27 June 2012
  2. 2. About DMAS• Formed in 1983 DIRECT MARKETING • Still Association• Main activities • Approximately 80 members – DMAS main body – Content – Education – Community – Networking – E-Mail Marketing Council – Commerce – Business Opportunities – Mobile Marketing Council – Credibility – Advocacy – Direct Mail Council – Search Council – Data Council – Social Media Council 2 03-Jul-12
  3. 3. DM Trends in Asia #1 DM Skills are Improving 3 03-Jul-12
  4. 4. Three Key Areas of Improvement Targeting 4 03-Jul-12
  5. 5. 5 03-Jul-12
  6. 6. Three Key Areas of Improvement Targeting Relevance 6 03-Jul-12
  7. 7. The Power of Data Personalization vs Customization 7 03-Jul-12
  8. 8. Personalization is Relatively Easy 8 03-Jul-12
  9. 9. Customization Means Varying Content/Imagesas Well Change the image based on my profile 9 03-Jul-12
  10. 10. Three Key Areas of Improvement Targeting Relevance Tracking 10 03-Jul-12
  11. 11. Quick Response (QR) Codes 11 11 03-Jul-12
  12. 12. What is a QR Code? • Created by Toyota subsidiary Denso Wave in 1994 • Used to Add Tracking to Many Things – Billboards – Print Ads – Product Packaging – Namecards 12 12 03-Jul-12
  13. 13. The Latest QR Codes Color increases scan rates 25-30% 13 13 03-Jul-12
  14. 14. The Latest QR Codes 14 14 03-Jul-12
  15. 15. DM Trends in Asia #1 DM Skills are Improving But Are Not Yet Best-in- Class 15 03-Jul-12
  16. 16. Three Key Areas FOR Improvement Integration Data Skills Direct Mail! 16 03-Jul-12
  17. 17. DM Trends in Asia #2 Data Protection & Privacy Legislation is Spreading 17 03-Jul-12
  18. 18. The Customer’s World Has Changed More information More POWER More choice 18 03-Jul-12
  19. 19. Consumers are Fighting Back!• 91% unsubscribed from opt-in e-mails• 77% more cautious providing their e-mail(versus last year)• 81% ‘unliked’ or removed a brand’s posts• 71% more selective ‘liking’ a company(versus last year)• 41% have ‘unfollowed’ a company Source: ExtactTarget “The Social Break-Up” 19 03-Jul-12
  20. 20. Today’s Reality … almost no transaction today, commercial or otherwise, is even thinkable thinkable without an exchange of information or data taking place 20 03-Jul-12
  21. 21. DP Legislation Coming to Singapore in 2012 Do Not Call <ADV> SMS 21 03-Jul-12
  22. 22. 22 03-Jul-12
  23. 23. DM Trends in Asia #3 Direct Mail is Coming Back ... But Role Has Changed 23 03-Jul-12
  24. 24. Move from VOLUME to VALUE VOLUME VALUE Mass Personalization Communication & Customization The RIGHT Customer The RIGHT Product The RIGHT Channel Relevance The RIGHT Time The RIGHT Message 24 03-Jul-12
  25. 25. US DMA 2012 Response Rate Report 25 03-Jul-12
  26. 26. US DMA 2012 Response Rate Report“In another first for this edition, DMA compares direct mailresponse rates over time. The time series reveals that directmail response rates have dropped nearly 25 percentover the past nine years. Even so, mail campaigns draw abetter overall response than digital channels. For instance,response rates for direct mail to an existingcustomer average 3.40 percent, compared with 0.12percent for email, which is roughly a 30-folddifference. Costs are also higher, which translates to roughlyequivalent costs-per-sale/lead for direct mail, email,and paid search.” 26 03-Jul-12
  27. 27. A Surprising User of Direct Mail! 27 27 03-Jul-12
  28. 28. Summary – 3 Key Trends Core DM Skills UP Data Protection Law Value Direct Mail 28 03-Jul-12
  29. 29. Thank You! www.dmas.orgLisa Watson – lwatson@dmas.org 27 June 2012

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