The document discusses how the advertising model is shifting from intrusive to participative as consumers gain more control over their media consumption. It notes that consumers, especially younger generations, are more digitally savvy than advertisers. The document then provides suggestions for how direct marketing can be more creative and effective by listening to customers, inviting them into a dialogue, and engaging them with relevant product offers that create surprise. It asks how marketers can catch potential customers' interest and discusses the need to create relevance while surprising consumers.

2. DRUPA 2012

3. The advertising model is evolving from
intrusive to participative

4. The consumer is in control
Growing power of digital influencers
Consumers are more digital native than advertisers and
agencies
People are multi-tasking continuously
There is no single model of consumer behavior

5. How to be creative
?

6. Redefining the medium.
Direct Marketing is no longer about push only.

7. How ?
creative
list Who ?
offer
What ?
What we used to do whilst creating a Direct Mail

8. The new Direct Marketing paradigm
Listen to your customers
Invite them into a dialogue
Engage them with your product offer

9. LISTEN TO YOUR CUSTOMERS

11. INVITE THEM INTO A
CONVERSATION

13. ENGAGE THEM
WITH YOUR PRODUCTS

15. HOW CAN WE CATCH A LEAD IN MID AIR ?

16. Create relevance
Surprise them !

21. Thank you for your attention