Direct Marketing Globally
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This document summarizes Charles Prescott's presentation on direct marketing trends from 2009. The summary includes: 1) Prescott discussed how direct marketing has grown globally, the recession's impact, and the paradigm shift to new digital forms of direct marketing. 2) He provided statistics on the size and global reach of major marketing agencies and showed that direct marketing revenues and the number of agencies have continued growing. 3) Prescott highlighted the growth of digital technologies and how customers now have more control over the customer relationship, with a shift toward more personalized and automated digital marketing.
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Direct Marketing Globally
- 1. GOLDEN DOVE 2009 DM 2.0 5-6 November, 2009Budapest International Overview: Direct Marketing and the Media Mix: Issues and Opportunities Charles Prescott, Esq. Editor, The Prescott Report © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 2 November 2009 1 2 November 2009
- 2. Agenda DM growth globally. Why and how? Recession’s Impact – good or bad? The paradigm shift in commercial communications. Old and New dm. And a brief tour….. 2 November 2009 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 2
- 3. The 45 DMA’s of the World as of October 2009 2 November 2009 3 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 4. DM Agencies --Number of countries 49 48 43 37 35 33 Grey Proximity Draft RappCollins Wunderman InterDirect Ad Age, 2008, except InterDirect and Proximity 2 November 2009 4 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 5. The World - 2009 Global agencies – everywhere EC – largest “single market”? Brazil, Russia, India, China Global citizens Hyper-media-ed Super-consumers Global communication Global crises Number of offices globally Confirmed with agencies 2 November 2009 5 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 6. And revenues and agencies grow… $’s millions 2006 Omnicom WPP Interpublic Publicis Dentsu Havas Aegis Hakuhodo aQuantive Asatsu 11,376 10,819 6,190 5,872 2,950 1,841 1,826 1,337 442 430 Ad Age, 2008
- 7. Brands © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 2 November 2009 7
- 8. % Change in GDP 2 November 2009 8 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 9. Domestic Volumes 2007-2008 World domestic volumes: The worldwide 2008 impact of the crisis strongest in the domestic letter-post segment Domestic parcel traffic suffered the least
- 10. Media spends – US 2 November 2009 10 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 11. 2 November 2009 11 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 12. 2 November 2009 12 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 13. The Result? US mail volumes down 16% in 2009 Credit card offers down 71% Q1 08-09 Back to the land in US and UK Auto sales stopped, except China. Shift to online/digital speeds up. US coupon use up 20-30% per month 2 November 2009 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 13
- 14. Coupons 2 November 2009 14 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 15. Valpak – mobile coupons 2 November 2009 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 15 Voice Of the Consumer
- 16. Guardian, September 30, 2009 “Internet overtakes television to become biggest advertising sector in the UK” Record £1.75bn online spend makes UK first major economy to spend more on web ads than TV, says IAB. 2 November 2009 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 16
- 17. The world’s new language 0101010101010101 2 November 2009 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 17
- 18. Digital Natives © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 2 November 2009 18
- 19. MARKETING 2009
- 20. Test, test, test. 2 November 2009 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 20
- 21. THE CUSTOMER IS IN CONTROL Power has shifted in the buyer/seller relationship to the buyer’s advantage People have more options and sources of information Online communities converging,will strengthen consumers more
- 22. Mobile Everywhere Billboard, Bern, Switzerland, November 2007
- 23. CRM 2 November 2009 23 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com Customer Relationship Management? Or TheCustomers Really Manage
- 24. Search Engines © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 2 November 2009 24
- 25. True Consumer Pull 2 November 2009 25 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 26. Marketing Automation – courtesy of Marketing 1by1.com © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 2 November 2009 26
- 27. Automatic! 2 November 2009 27 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 28. © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 2 November 2009 28
- 29. Guinness Birthday Card 2 November 2009 29 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com http://review.tmw.co.uk/awards/casestudy.asp?cs=guinness_birthday_07&l=1
- 30. JAPAN 127 million Slightly larger than CA Wealthy “grey generation” 114 million mobile phones 76% use Internet Catalogs-number 2 pp Sophisticated infrastructure New privacy law clouds legality of existing lists
- 31. Rakuten 2 November 2009 31 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com JAPAN – Internet and mobile ・Gourmet ・Wine ・Hair Dye
- 33. PC access 52.7%
- 36. Some resources www.marketingprofs.com lots of webinars www.dmnews.com-specialized e-newsletters http://directmag.com/ all media, webinars http://multichannelmerchant.com/ http://www.guardian.co.uk/media/advertising www.PrescottReport.com document library and blog; newsletter 2 November 2009 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 35
- 37. Last Message 2 November 2009 36 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com www. Prescottreport.com/document- library
- 40. Emmanuel Stern – OneDirect
- 41. Marc Pouw-Belgian Post International
- 42. Sreedhar Subramaniam – Malaysia DMA
- 44. Marc Lolivier – FEVAD
- 47. Finn Thomsen-Danish DM Klub
- 48. Pieter v den Busken-InterdirectBart Vervinckt-Brady (Seton) Naoki Nakashima-Japan Post Brian Mdluli – South Africa DMA Lisa Watson – Singapore DMA EfraimKapulski – ABEMD, Brasil Andre DelBecq-France ZaferToker – Mir Knigi David Turchetti – 21 Communications Mary Teahan – Proximity Argentina Andre Bodowski – IMP Paul van Lil – Belgium Georges van Nevel – Ghent Lucy Morris – Tullo Marshall Warren Andre Potdevin- B&F Germany
- 49. Thank You Charles A. Prescott Oak Knoll LLC 7 Hastings Court South Salem, NY 10590 USA +1.914.533.0208 M. +1.914.714.0566 Editor@prescottreport.com 2 November 2009 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 38 www.prescottreport.com
- 50. Magazines. 2 November 2009 39 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com André Potdevin B&F - Brüggemann und Freunde andre.potdevin@bfbo.de
- 51. India Fund-raising © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com 2 November 2009 40
- 52. Super Database?Then Super-Personalize 2 November 2009 41 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 53. 2 November 2009 42 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 54. 2 November 2009 43 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 55. 2 November 2009 44 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 56. 2 November 2009 45 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 57. Take the Temperature-Braun-Gillette 2 November 2009 46 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 58. BRAUN: Take the temperature Headline: Place your hand in this outline. Subhead: Get a medically exact measurement inside – in a matter of seconds, for free. 37 or 39ºC body temperature? The shop window tester with heat sensitive coating invites consumers to measure their temperature for free in the pharmacy. 2 November 2009 47 © 2009 Oak Knoll LLC for The Prescott Report . For permissions-Editor@PrescottReport.com
- 59. Brazil
- 60. ABEMD INDICATORS b - billionm - million Source: Simonsen Associados, companies interviewed 9
- 61. Gerdau
- 62. INDIA – the Raj is dead… China is trying to combine a market economy with a Leninist one-party –dominated state . India is combining full political democracy with the task of rapid capital accumulation. Lord Meghnad Desai, FT, January 26, 2007
- 64. CHINA - State of DM Fundamentals Data Media channels Direct Payments Legal Environment Players
- 65. Trend: C to C Booming Control of destiny : from the unemployed to the ‘entrepreneur at heart’ CtoC model is an economic enabler for entrepreneurs
- 66. Mobile Marketing is Big21 Communications
- 67. Johnson & Johnson Vision 强生视力保健 Mobile Banner Ads 手机广告横幅 Mobile Coupon 手机优惠券 User-Generated Content 用户创建内容 Viral Marketing 病毒性营销 Send m-coupon to friends 发送手机优惠券给朋友
- 68. Malaysia
- 69. Greatness in any language – Malaysia
- 70. SOUTH AFRICA
- 71. Argentina…
- 72. Banco Privado-Echo 2006-Testing orthodoxy
- 73. PERU
Editor's Notes
- After three quarters of declines in 2008, coupon redemptions spiked 10 percent in Q4 2008, per Inmar. This was followed by a 17 percent increase in Q1 2009 and a 33 percent surge in Q2. This tally includes FSI’s, on-pack offers and Internet coupons but excludes retailer coupons.Inmar also reported that more and more consumers are using coupons for both food and non-food items. In Q4 2008 non-food redemptions were -3 percent. However, in the second quarter of this year redemptions for non-food items were up 46 percent. Food coupon redemptions were +21 percent in Q4 2008 and increased 27 percent in the second quarter of 2009.In the US sales of vegetable seeds in 2009 rose over 30%; in the UK in 2008, by 60%. Hong Kong hotels operating at 65%, normally at 95%.China will overtake the US in 2009 with an expected 12 million cars purchased, 1 million more than the US.
- Old box above fold 38%New box below fold 35%New box above fold 89% In one week. Another secret. I got this from Google Case Studies at Google.uk.
- OBJECTIVES & BRIEFTo make members of the GUINNESS eRMprogramme feel warm to the brand on their Birthday and encourage them to celebrate it with a friends and a pint of the black stuff. STRATEGYIt's a sad fact that as we get older we get fewer Birthday cards. So a timely message from an old friend like Guinness not only puts our Birthday boys (and girls) in a good mood, but is a 'not so subtle' reminder of how best to celebrate another candle on the cake. For the younger, less traditional and more internet-savvy members of the data-base, an entertaining email creates more cut through than a paper based (or electronic) Birthday card. While we cannot underestimate the importance of being remembered on your Birthday, the email comms has the added viral potential of being used to invite friends and family to their Birthday celebration. In essence, entertainment first, drive consumption second. SOLUTIONFor 2006-7 we created a short personalised movie of a pub landlord wishing the recipient Happy Birthday. The landlord tries pulls a pint and tries to get it through the screen - to no avail. No fear, the viral aspect of the piece allows our Birthday boy to personalise an invite to a friend. Additionally, the email can be personalised and re-sent to friends, inviting them to a pub of their choice. RESULTS60% opened the email. 95% of those interacted fully. 96% unprompted recall in post campaign research. Whilst it's difficult to measure uplift per consumer as a direct result of this activity, if the 30,000 people we know fully interact with the email every month, use the email to get friends down the pub on their Birthday, that's quite a lot of GUINNESS being supped. The campaign was such a resounding success in 2007 picking up a Commendation at the Revolution Awards 2007 and scooping the Grand Prix at the Precision Marketing Awards that Guinness decided to run it again in 2008, this time, with a free pint voucher included.
- Increasingly, the “grey market” is being reached in Japan through the Web. Older people are more likely to use a PC than a mobile phone. This is a website from Rakuten targeting middle-aged people and offering high quality wine and home delivery.Rakuten is the largest internet shopping mall in Japan.They started to target this market in 2005. Most popular items are gourmet goodies, wine, and …..hair dye. Middle-aged people known as book lovers are increasing their interest in ordering through the Internet, sayingI will continue using Amazon Japan :18.1% of the 50s, and 10% of 60s.
- Meanwhile, the younger generations are more interested in ordering through the mobile phoneand this is becoming popular in Japan.62.6% of 20s are using mobile phones instead of using computers when they order. (52.7%)Among the female users more than 70% have experienced using the mobile phone to make a purchase.This is also a site from Rakuten with QR codes (quick response code) for the mobile phone to easily get access to its site. It is mostly targeted at female users.Viceroy international targets mostly younger women and they have developed a mobile shopping from an early stage. 75% of its sales comes from the mobile order.
- This is not new. This is as old as commerce and was first most clearly articulated by the legendary Claude Hopkins. His book, Scientific Advertising, should be required reading for anyone in this business. It’s in the document library o f my website, or that of the great Andy Owens in the UK. Listen to his opening lines: the tiem has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reason ably exact. The causes and effects have been analysed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law. “ And he then goes on to describe direct marketing and testing in great deal. Most importantly, “To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. ….Let us emphasise that point. The only purpose of advertising is to make sales….”
- This campaign for National Geographic magazine by Bruggemann and Freunde of Germany beat control through use of a questionnaire regarding the recipient’s interests and reading habits. The responses also guided the magazine in future editorial selections. The questionnaire, an involvement device, engaged the intellect of the targets who responded well to a company that respected their opinion. And, they discovered this would work online very well, also . With opt-in email they had a 15% response rate. Extraordinary.