International Post Corporation conducted a media survey in Belgium in 2007 to assess marketing investments, media usage, and perceptions of direct marketing. The survey found that direct marketing accounted for 39% of total marketing expenditures in Belgium. Direct mail specifically accounted for 12% of total marketing spending and had a 34% usage rate. Direct mail had the highest external costs as a percentage of total direct marketing spending compared to other channels. Usage of direct mail varied by sector and was most commonly used in the trade sector.
More than 20 sample pages from Infinita's new research report on Mobile Marketing and Advertising in Japan.
Download the full report at www.infinita.co.jp/research
This document discusses Nationale-Nederlanden's transformation to a multi-channel distribution model. It outlines trends driving changes in the Dutch insurance market, NN's retail challenges, and its strategy to address these through a "Click/Call/Face" concept. Key elements of NN's distribution transformation program include developing new internet, call center, salesforce, CRM and intermediary capabilities. The program has resulted in growth across all distribution channels and positive intermediary satisfaction. Next steps involve expanding multi-channel product offerings and further optimizing the distribution model.
Post Show Report - iMedia Brand Summit, Goa '11iMediaIndia
The iMedia Brand Summit was held from September 21-23, 2011 at the Grand Hyatt in Goa, India. The summit brought together 112 senior industry professionals, including 54 brand marketers and 58 digital solution providers. The theme was embracing digital opportunities and challenges for building brands in India. Attendees participated in 30 speaker sessions and networking opportunities. Based on registration data, 19% of brand marketers were from BFSI and consumer durables, while 22% of solution providers were digital agencies and publishers. The summit received media coverage and positive feedback from attendees on Twitter about the business connections and insights gained.
Establishing the Business Case for TeleHealth Services: Success Factors and Lessons Learned. Stroetmann K. eHealth week 2010 (Barcelona: CCIB Convention Centre; 2010)
The document discusses two Belgian customer magazines:
1) A.S. Magazine, published for adventure sports brand A.S. Adventure, which reflects the brand image and builds trust among readers, leading to increased sales.
2) colora magazine, distributed by Belgian Post for paint brand colora, which inspires homeowners through accessible content and helps colora be seen as able to realize readers' dreams, strengthening the brand-customer relationship. Both magazines are effective engagement and loyalty tools.
This document outlines 7 ideas that can be used for effective communication: 1) The Presenter, 2) The Demonstration, 3) Problem/Solution, 4) The Analogy, 5) Inversion, 6) The Slice of Life, and 7) Borrowed Interest. Each idea is then explained with examples to illustrate how it can be applied in marketing communications.
Get The Max Out Of Your Mix (Dm Discovery 3, 2007)bpost
The document discusses how direct mail (DM) can help companies adapt to a changing media landscape. It provides insights from Belgian Post Solutions on how DM generates high recall rates, improves brand perception, and builds loyalty and sales activation better than other media. DM is well-suited to address market changes like increasing media fragmentation and consumer sophistication. Belgian Post Solutions offers DM services and data to help companies increase marketing ROI.
The document discusses the emergence of the "new consumer" in recent years. It identifies three fundamental shifts in consumer behavior and attitudes: (1) a focus on happiness and well-being over material goods; (2) declining trust in large institutions and preference for local, personalized experiences; and (3) consumers asserting more power and responsibility through their purchasing choices. Survey results from several countries show consumers prioritizing meaning, trust and environmental/social impact over luxury and perfection. The document argues brands must adapt to these trends by focusing on trust, empowerment and sustainability to stay relevant with the new consumer.
More than 20 sample pages from Infinita's new research report on Mobile Marketing and Advertising in Japan.
Download the full report at www.infinita.co.jp/research
This document discusses Nationale-Nederlanden's transformation to a multi-channel distribution model. It outlines trends driving changes in the Dutch insurance market, NN's retail challenges, and its strategy to address these through a "Click/Call/Face" concept. Key elements of NN's distribution transformation program include developing new internet, call center, salesforce, CRM and intermediary capabilities. The program has resulted in growth across all distribution channels and positive intermediary satisfaction. Next steps involve expanding multi-channel product offerings and further optimizing the distribution model.
Post Show Report - iMedia Brand Summit, Goa '11iMediaIndia
The iMedia Brand Summit was held from September 21-23, 2011 at the Grand Hyatt in Goa, India. The summit brought together 112 senior industry professionals, including 54 brand marketers and 58 digital solution providers. The theme was embracing digital opportunities and challenges for building brands in India. Attendees participated in 30 speaker sessions and networking opportunities. Based on registration data, 19% of brand marketers were from BFSI and consumer durables, while 22% of solution providers were digital agencies and publishers. The summit received media coverage and positive feedback from attendees on Twitter about the business connections and insights gained.
Establishing the Business Case for TeleHealth Services: Success Factors and Lessons Learned. Stroetmann K. eHealth week 2010 (Barcelona: CCIB Convention Centre; 2010)
The document discusses two Belgian customer magazines:
1) A.S. Magazine, published for adventure sports brand A.S. Adventure, which reflects the brand image and builds trust among readers, leading to increased sales.
2) colora magazine, distributed by Belgian Post for paint brand colora, which inspires homeowners through accessible content and helps colora be seen as able to realize readers' dreams, strengthening the brand-customer relationship. Both magazines are effective engagement and loyalty tools.
This document outlines 7 ideas that can be used for effective communication: 1) The Presenter, 2) The Demonstration, 3) Problem/Solution, 4) The Analogy, 5) Inversion, 6) The Slice of Life, and 7) Borrowed Interest. Each idea is then explained with examples to illustrate how it can be applied in marketing communications.
Get The Max Out Of Your Mix (Dm Discovery 3, 2007)bpost
The document discusses how direct mail (DM) can help companies adapt to a changing media landscape. It provides insights from Belgian Post Solutions on how DM generates high recall rates, improves brand perception, and builds loyalty and sales activation better than other media. DM is well-suited to address market changes like increasing media fragmentation and consumer sophistication. Belgian Post Solutions offers DM services and data to help companies increase marketing ROI.
The document discusses the emergence of the "new consumer" in recent years. It identifies three fundamental shifts in consumer behavior and attitudes: (1) a focus on happiness and well-being over material goods; (2) declining trust in large institutions and preference for local, personalized experiences; and (3) consumers asserting more power and responsibility through their purchasing choices. Survey results from several countries show consumers prioritizing meaning, trust and environmental/social impact over luxury and perfection. The document argues brands must adapt to these trends by focusing on trust, empowerment and sustainability to stay relevant with the new consumer.
Print Power Italy commissioned Lorien Consulting to carry out research on the Italian market, on stakeholders and influencers, investors, companies and media centers with the goal of mapping the perception and effectiveness of different media, identifying criteria and reasons for communication and marketing planning choices which underline the values linked to printed media.
This KPMG report card puts the performance of BC’s technology sector squarely in front of all British Columbians. The report card clearly shows that technology is a cornerstone of the provincial economy, performing well in relation to other sectors and contributing significantly to gross domestic product (GDP) growth and job creation. However, the data also shows that compared to technology sectors in other jurisdictions in Canada we are underperforming. With some exceptions, the relatively weak competitive metrics should be taken as a wake-up call and a clear indication that building the BC technology industry will require much more collaborative thinking, strategic planning and targeted action. We need to raise our game.
If you are interested to expand your business in Europe or increase your presence in Europe, this is time to do it. Your business in Europe should be bigger than in America. Read this presentation and you will discover why.
ICT Export Directory - Egypt by Eitesal ver01Hossam Elgamal
The first ICT export Directory including around 200 Clients testimonials for 50 Egyptian companies prepared by Eitesal NGO www.eitesal.org with objective to highlight the successful International presence and reach of the Egyptian ICT industry and its credibility.
The document summarizes the results of a survey conducted by the Alberta ICT Council of small and medium ICT manufacturers in Alberta. Key findings include:
- Many companies were involved in software, hardware, and wireless industries but few cited university involvement in innovation.
- Companies were often unaware of industry associations and groups supporting Alberta's ICT sector.
- Healthcare and digital media products dominated. Product development expenditures averaged 39% of budgets.
- Early stage development like product features and core tech saw most activity, showing efforts to ready first releases.
Bharti Airtel, India's largest telecommunications company, has engaged IconPR to handle its public relations services in the Uttar Pradesh and Uttarakhand regions of India. IconPR will work to enhance Airtel's brand image, increase awareness of its diverse service offerings, and manage any potential crises in the region through 2015. Key objectives include strengthening Airtel's leadership position, expanding its customer base particularly in rural areas, and addressing competitive threats in certain districts of Uttar Pradesh. IconPR will utilize traditional and digital PR tools to achieve these goals and build favorable media coverage and public opinion of Airtel over the long term.
This document provides an overview of direct marketing opportunities in the car industry. It begins with some context on challenges facing the car market such as increased segmentation, competition, and privacy concerns. It then presents direct marketing figures showing it represents a sizable portion of advertising investments. The role of direct marketing throughout the car purchase cycle is described, from understanding options to keeping customers loyal. Direct mail is highlighted as having advantages like selectivity, impact, and measurability compared to other channels. Real case studies are presented on using direct marketing for relationship building, launching new models, and legal considerations for the sector. The conclusion emphasizes the key assets of direct marketing like appreciation, targeting, and sales activation capabilities.
This document provides an overview of internet access globally and in Poland in 2008. Some key points:
- Nearly 1.6 billion people worldwide used the internet in 2008, accounting for 24% of the global population. Asia had the most internet users (over 657 million).
- In Poland, over 15 million people, or 50% of the population, used the internet in 2008. This represented a growth of over 7 million new internet users since 2000.
- Internet penetration rates were highest in North America (74.4%) and lowest in Africa (5.6%). Poland's rate of 50% was close to the global average of 23.8%.
This document provides an overview of internet access globally and in Poland in 2008. Some key points:
- Nearly 1.6 billion people worldwide used the internet in 2008, accounting for 24% of the global population. Asia had the most internet users (over 657 million).
- In Poland, over 15 million people, or 50% of the population, used the internet in 2008. This represented a growth of 57% from 2007. Broadband access also grew significantly.
- Poland saw major growth and was among the top countries in Europe in terms of internet penetration rates and online consumer activity. The Polish internet market was thriving.
Recent trends in digital advertising throughout Europe (Alain Heureux - IAB)SEMPL
What kind of internet advertising works in Europe? IAB Europe collects the data about the efficiency of digital advertising and its president is going to reveal them.
In 2008 there were 707 mergers, acquisitions, and capital raises in the online media sector, substantially more than 2007. The consumer sector had the highest reported transaction value at $6.2 billion, followed by business services. Transaction volume was highest in social networking, online video/gaming, and web applications/enabling categories. Several sectors saw increased investment and deal activity in 2008 compared to 2007.
Developing Marketing Strategy for the Bhutan Telecom Limited by Applying Net ...ijtsrd
This document discusses developing a marketing strategy for Bhutan Telecom Limited by applying the Net Promoter Score (NPS). It begins with an abstract that outlines studying BTL to develop a marketing strategy and identify risks in their marketing and product departments. It then reviews literature on topics like the 7Ps of marketing mix, service quality, customer satisfaction and more. The objectives are to evaluate BTL's service marketing mix, design a better strategy, and identify risks and opportunities in telecom and data marketing to meet goals. It focuses on developing a framework using 7Ps and NPS for customer acquisition, retention and complaint management.
Philips is a global company founded in 1891 headquartered in Amsterdam that is leading in health and well-being. It has 120,000 employees worldwide operating in over 100 countries across three main sectors: Healthcare, Lighting, and Consumer Lifestyle. Philips' mission is to create meaningful innovations that improve people's health and well-being. It achieves this through gaining deep insights into user needs, transforming these insights into innovations through diverse perspectives, and validating solutions with end-users.
This document summarizes the results of a study on mobile marketing spending in Spain conducted in 2009. Some key findings include:
- Mobile marketing spending in Spain was estimated to be €32.3 million in 2009, a 13.3% increase from 2008.
- Internet mobile advertising represented the largest share of spending at €11.64 million, followed by applications and advergaming at €9.06 million.
- Media buying accounted for 39% of total mobile marketing investment, while technology/production represented 25% and creativity 18%.
- The automotive, transportation, and beauty industries invested the most in mobile marketing.
- Contents and applications were seen as having the highest future potential due to advertiser interest
This document provides a summary of key findings from a survey of accounting policies and practices related to business combinations, revenue recognition, and intellectual property rights for quoted UK media companies. The survey analyzed 123 media companies segmented into audio/televisual, publishing/events, and advertising/marketing services. It found that while financial reporting has improved since 2001, understanding between the financial and creative industries still needs work, particularly regarding business combinations. The survey aims to improve transparency, consistency, and understanding of the unique aspects of accounting in the media sector.
Alain Heureux presentation at the Tribal Fusion Big Digital Landscape Event in Dubai, May 2012.
Set For Growth: examining the prospects for digital advertising marketing evolution in the Middle East
Marketing strategy for FLT photo. The House of CustomerMarco Sborgia
The House of Customer is an application of a Quality Deployment tool (the House of Quality) to the marketing. Here is an example of application to a printing company. All mathematical calculations are not reported. Enjoy it! ;)
Telecom Italia - Sustainability Report 2012Gruppo TIM
This document is the 2012 sustainability report for Telecom Italia Group. It provides an executive summary of the Group's economic and financial performance in 2012. It also discusses the Group's structure, operations across business units, and key sustainability issues and priorities. These include a focus on customer satisfaction, addressing the digital divide to promote inclusive growth, and managing environmental impacts such as reducing carbon emissions. The report provides an overview of the Group's sustainability approach and performance across key areas such as human resources, suppliers, community initiatives and corporate governance.
The online advertising market in Europe grew 20% in 2008 to €12.9 billion despite economic challenges. Search advertising grew the most at 26% and accounted for 43% of the market. The top 10 European markets make up 93% of spending, led by the UK, Germany and France at 64% collectively. Newer Central and Eastern European markets like Slovenia and Poland experienced strong growth above 60%.
The document discusses how direct mail (letterbox) can be used to effectively engage with consumers (iConsumers) in today's digital environment. It notes that direct mail remains a valuable marketing channel, even for the most digital consumers, as it can reinforce digital strategies by driving web traffic when combined with online searches. Some key points made are that 87% of direct mail is read, it is one of the most important touchpoints related to purchase decisions, and many advertisers now fully integrate direct mail into their strategies for reaching and engaging consumers.
Print Power Italy commissioned Lorien Consulting to carry out research on the Italian market, on stakeholders and influencers, investors, companies and media centers with the goal of mapping the perception and effectiveness of different media, identifying criteria and reasons for communication and marketing planning choices which underline the values linked to printed media.
This KPMG report card puts the performance of BC’s technology sector squarely in front of all British Columbians. The report card clearly shows that technology is a cornerstone of the provincial economy, performing well in relation to other sectors and contributing significantly to gross domestic product (GDP) growth and job creation. However, the data also shows that compared to technology sectors in other jurisdictions in Canada we are underperforming. With some exceptions, the relatively weak competitive metrics should be taken as a wake-up call and a clear indication that building the BC technology industry will require much more collaborative thinking, strategic planning and targeted action. We need to raise our game.
If you are interested to expand your business in Europe or increase your presence in Europe, this is time to do it. Your business in Europe should be bigger than in America. Read this presentation and you will discover why.
ICT Export Directory - Egypt by Eitesal ver01Hossam Elgamal
The first ICT export Directory including around 200 Clients testimonials for 50 Egyptian companies prepared by Eitesal NGO www.eitesal.org with objective to highlight the successful International presence and reach of the Egyptian ICT industry and its credibility.
The document summarizes the results of a survey conducted by the Alberta ICT Council of small and medium ICT manufacturers in Alberta. Key findings include:
- Many companies were involved in software, hardware, and wireless industries but few cited university involvement in innovation.
- Companies were often unaware of industry associations and groups supporting Alberta's ICT sector.
- Healthcare and digital media products dominated. Product development expenditures averaged 39% of budgets.
- Early stage development like product features and core tech saw most activity, showing efforts to ready first releases.
Bharti Airtel, India's largest telecommunications company, has engaged IconPR to handle its public relations services in the Uttar Pradesh and Uttarakhand regions of India. IconPR will work to enhance Airtel's brand image, increase awareness of its diverse service offerings, and manage any potential crises in the region through 2015. Key objectives include strengthening Airtel's leadership position, expanding its customer base particularly in rural areas, and addressing competitive threats in certain districts of Uttar Pradesh. IconPR will utilize traditional and digital PR tools to achieve these goals and build favorable media coverage and public opinion of Airtel over the long term.
This document provides an overview of direct marketing opportunities in the car industry. It begins with some context on challenges facing the car market such as increased segmentation, competition, and privacy concerns. It then presents direct marketing figures showing it represents a sizable portion of advertising investments. The role of direct marketing throughout the car purchase cycle is described, from understanding options to keeping customers loyal. Direct mail is highlighted as having advantages like selectivity, impact, and measurability compared to other channels. Real case studies are presented on using direct marketing for relationship building, launching new models, and legal considerations for the sector. The conclusion emphasizes the key assets of direct marketing like appreciation, targeting, and sales activation capabilities.
This document provides an overview of internet access globally and in Poland in 2008. Some key points:
- Nearly 1.6 billion people worldwide used the internet in 2008, accounting for 24% of the global population. Asia had the most internet users (over 657 million).
- In Poland, over 15 million people, or 50% of the population, used the internet in 2008. This represented a growth of over 7 million new internet users since 2000.
- Internet penetration rates were highest in North America (74.4%) and lowest in Africa (5.6%). Poland's rate of 50% was close to the global average of 23.8%.
This document provides an overview of internet access globally and in Poland in 2008. Some key points:
- Nearly 1.6 billion people worldwide used the internet in 2008, accounting for 24% of the global population. Asia had the most internet users (over 657 million).
- In Poland, over 15 million people, or 50% of the population, used the internet in 2008. This represented a growth of 57% from 2007. Broadband access also grew significantly.
- Poland saw major growth and was among the top countries in Europe in terms of internet penetration rates and online consumer activity. The Polish internet market was thriving.
Recent trends in digital advertising throughout Europe (Alain Heureux - IAB)SEMPL
What kind of internet advertising works in Europe? IAB Europe collects the data about the efficiency of digital advertising and its president is going to reveal them.
In 2008 there were 707 mergers, acquisitions, and capital raises in the online media sector, substantially more than 2007. The consumer sector had the highest reported transaction value at $6.2 billion, followed by business services. Transaction volume was highest in social networking, online video/gaming, and web applications/enabling categories. Several sectors saw increased investment and deal activity in 2008 compared to 2007.
Developing Marketing Strategy for the Bhutan Telecom Limited by Applying Net ...ijtsrd
This document discusses developing a marketing strategy for Bhutan Telecom Limited by applying the Net Promoter Score (NPS). It begins with an abstract that outlines studying BTL to develop a marketing strategy and identify risks in their marketing and product departments. It then reviews literature on topics like the 7Ps of marketing mix, service quality, customer satisfaction and more. The objectives are to evaluate BTL's service marketing mix, design a better strategy, and identify risks and opportunities in telecom and data marketing to meet goals. It focuses on developing a framework using 7Ps and NPS for customer acquisition, retention and complaint management.
Philips is a global company founded in 1891 headquartered in Amsterdam that is leading in health and well-being. It has 120,000 employees worldwide operating in over 100 countries across three main sectors: Healthcare, Lighting, and Consumer Lifestyle. Philips' mission is to create meaningful innovations that improve people's health and well-being. It achieves this through gaining deep insights into user needs, transforming these insights into innovations through diverse perspectives, and validating solutions with end-users.
This document summarizes the results of a study on mobile marketing spending in Spain conducted in 2009. Some key findings include:
- Mobile marketing spending in Spain was estimated to be €32.3 million in 2009, a 13.3% increase from 2008.
- Internet mobile advertising represented the largest share of spending at €11.64 million, followed by applications and advergaming at €9.06 million.
- Media buying accounted for 39% of total mobile marketing investment, while technology/production represented 25% and creativity 18%.
- The automotive, transportation, and beauty industries invested the most in mobile marketing.
- Contents and applications were seen as having the highest future potential due to advertiser interest
This document provides a summary of key findings from a survey of accounting policies and practices related to business combinations, revenue recognition, and intellectual property rights for quoted UK media companies. The survey analyzed 123 media companies segmented into audio/televisual, publishing/events, and advertising/marketing services. It found that while financial reporting has improved since 2001, understanding between the financial and creative industries still needs work, particularly regarding business combinations. The survey aims to improve transparency, consistency, and understanding of the unique aspects of accounting in the media sector.
Alain Heureux presentation at the Tribal Fusion Big Digital Landscape Event in Dubai, May 2012.
Set For Growth: examining the prospects for digital advertising marketing evolution in the Middle East
Marketing strategy for FLT photo. The House of CustomerMarco Sborgia
The House of Customer is an application of a Quality Deployment tool (the House of Quality) to the marketing. Here is an example of application to a printing company. All mathematical calculations are not reported. Enjoy it! ;)
Telecom Italia - Sustainability Report 2012Gruppo TIM
This document is the 2012 sustainability report for Telecom Italia Group. It provides an executive summary of the Group's economic and financial performance in 2012. It also discusses the Group's structure, operations across business units, and key sustainability issues and priorities. These include a focus on customer satisfaction, addressing the digital divide to promote inclusive growth, and managing environmental impacts such as reducing carbon emissions. The report provides an overview of the Group's sustainability approach and performance across key areas such as human resources, suppliers, community initiatives and corporate governance.
The online advertising market in Europe grew 20% in 2008 to €12.9 billion despite economic challenges. Search advertising grew the most at 26% and accounted for 43% of the market. The top 10 European markets make up 93% of spending, led by the UK, Germany and France at 64% collectively. Newer Central and Eastern European markets like Slovenia and Poland experienced strong growth above 60%.
The document discusses how direct mail (letterbox) can be used to effectively engage with consumers (iConsumers) in today's digital environment. It notes that direct mail remains a valuable marketing channel, even for the most digital consumers, as it can reinforce digital strategies by driving web traffic when combined with online searches. Some key points made are that 87% of direct mail is read, it is one of the most important touchpoints related to purchase decisions, and many advertisers now fully integrate direct mail into their strategies for reaching and engaging consumers.
Make your digital strategies also a sales generatorbpost
This document discusses how direct mail can be used as a digital strategy and sales generator by activating digital targets like mobile/tablet and social media users. It provides several case studies as examples, such as how Rabobank used a customized magazine to increase website traffic and how Pure Players used direct mail to drive website traffic and online sales for inactive customers. The document advocates for an integrated digital-direct mail approach to generate better return on investment through increased traffic, dialogue, advocacy, and brand experience.
This document compares the effectiveness of different marketing channels - direct mail, email, and banner advertising - for a Belgian food brand's webshop campaign. Direct mail generated the highest turnover at €252,000 from 50,000 contacts, compared to €7,128 from email and €1,030 from banners. Direct mail also had the highest ROI at 770% and the lowest cost per acquisition. The key conclusion is that direct mail is the most efficient activation channel, and combining online and offline approaches generates better results than online-only.
The necessity to recruit new donors in times of economic recession - Fundrais...bpost
The economic recession has resulted in donors that quit donating, or donate less. You could desinvest, or invest to create new donors. Find out how Direct Mail can help
This document discusses strategies for companies to create word-of-mouth marketing using postcards. It suggests that companies offer customers free postcards to send to friends and family to share their experiences with a brand. This creates engagement and interactions on a personal level. The document provides examples of companies that use real postcards sent through the mail and a mobile app to allow customers to send branded postcards to others for free in order to generate buzz and sales for the brand.
Direct mail and email were tested to promote cross-selling funds to existing clients without share accounts. 300 interviews were conducted, with 150 receiving email and 150 receiving direct mail. Direct mail generated significantly higher spontaneous brand awareness (+120%) and correct message recall (+81%) than email. It also enhanced attention to other brand advertising by 60% more than email. Direct mail was found to be more effective than email at promoting cross-selling funds to existing clients.
Direct mail and email were tested to promote cross-selling funds to existing clients without share accounts. 300 interviews were conducted, with 150 receiving email and 150 receiving direct mail. Direct mail generated significantly higher spontaneous brand awareness (+120%) and correct message recall (+81%) than email. It also enhanced attention to other brand advertising by 60% more than email. The findings suggest that direct mail is more effective than email for this marketing campaign objective.
Loyalty starts with great stories - event bpost 29/01/2013]bpost
The document discusses building loyalty through storytelling, values, and effective communication over time. It highlights the importance of social media, personalization, and engaging supporters by recognizing them, making them feel good, inspiring them, inviting them to participate, and showing that their voices have been heard. The goal is to develop loyal volunteers and donors through these strategies.
This document discusses transforming administrative mail into a customer experience tool. It focuses on why capitalizing on administrative mail is important, how to do it by putting customers first and treating it as a project, and what benefits it can bring. Specifically, it can improve brands, enhance customer communication, and unlock hidden ROI. The document provides examples of projects with banks, insurers, telcos and utilities that experienced positive impacts from RelatioMail.
This document outlines an agenda and presentations for a cross-channel day event. The agenda is divided into two parts, with the first part focusing on topics like the current state of retail, cross-channel organizations, and identifying customers. The second part discusses challenges and opportunities of multichannel retail like moving from cash and carry to multichannel. Several company case studies are also presented. The document indicates that identifying the most likely buyers based on fast-moving consumer goods purchasing behavior will be one of the presentations. Overall, the document provides an agenda and overview of topics to be discussed at a cross-channel marketing event.
Club Med partnered with bpost to launch a mobile postcard program combining digital and physical experiences. The program allows Club Med customers to take a photo on their smartphone, add a personal message, and have the postcard printed and delivered by bpost. Over 65,000 downloads and 95,000 postcards have been sent since launch. The program aims to strengthen Club Med's brand image by allowing customers to share their happy vacation moments, increase customer loyalty through a rewarding experience, and recruit new customers by capturing the addresses of postcard recipients.
Inma presHow to help brands and consumers. 3 innovations by bpost for the I...bpost
Mobile postcard apps allow customers to send digital postcards from their phones in under 100 seconds. Shipping manager apps give customers updates on package deliveries and allow redelivery scheduling. On-demand delivery services let customers order anything and have it delivered within hours, with bpost aiming to become customers' personal assistant for ordering goods.
This document discusses a survey conducted in Belgium about voters' preferred communication channels for political parties. Some key findings:
1) Door-to-door flyers and personalized letters remain the most preferred methods for politicians to contact voters.
2) Northern voters prefer messages in newspapers and door-to-door contact, while southern voters prefer more personal approaches.
3) Men are more interested in politics overall and prefer personalized letters more than women. Interest in politics increases slightly as elections near.
bpost test eerstdaags in Mechelen en regio Verviers de gebundelde postbestelling voor gezinnen uit. Op zowat 17.000 adressen zullen de postbodes alle brieven en ongeadresseerd drukwerk in een open bedrukte map bestellen. De nieuwe werkwijze zal gebaseerd zijn op geavanceerde technologie en bpost is daarmee een voorloper in de internationale postwereld. In zijn processen, producten en diensten past bpost systematisch spitstechnologie toe, maar technologie zal nooit de postbode vervangen.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
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The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
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2. Agenda
Background & Objectives
Assessing the communication investments & usage
Advertisers’ perception of Direct Marketing
Cross-media campaigns
Conclusions
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 2
3. Who is International Post Corporation ?
The International Post Corporation is an association of 24 postal
operators in Europe, North America and the Asia-Pacific region. IPC
provides its members with systems and programmes that ensure that
international mail is delivered efficiently and competitively.
IPC represents the majority of the world’s mail, with its members
delivering eighty percent of global mail volumes – more than 330 billion
letters each year. Together, providing nearly 2.4 million jobs.
Based in Brussels, with an international staff from 16 countries, IPC is
an organisation governed by a Board composed of CEOs from eleven
member posts plus the Chief Executive of IPC.
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
4. Introduction
IPC Direct Marketing Intelligence is a research tool developed to estimate marketing &
communication expenditure, media usage and perceptions of direct mail (both addressed and
unaddressed) within advertisers’ marketing mix
The survey covers 6 countries ( US , France , the Netherlands , Belgium , UK and Sweden) .
Its methodology, adapted from existing projects conducted by Deutsche Post, includes
interviews with advertisers as well as a desk research component. IPC worked in 2008 with
IPSOS market research group to conduct telephone interviews, personal interviews and
analysis.
Insights gained from the benchmarking opportunities arising from conducting comparable
studies in multiple countries, will support the development of direct marketing as a whole,
growing its share of marketing & communication budgets. Understanding the dynamics within
direct marketing media across a range of markets at different level of online development, will
provide a clear picture of how advertisers can best leverage the unique strengths of direct mail
as a communication medium.
The following report focuses on the Belgian media market .
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 4
5. Key questions addressed by IPC study
What is the actual total media spending in Belgium and the media usage rate ?
How is direct mail perceived by advertisers versus other media ?
How many cross-media campaigns do advertisers run ?
In what ways can direct mail become a more highly valued media?
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 5
6. IPC Direct Marketing Intelligence
Methodology
Step Aim
Classification of media channels and structuring
1 of sectors and industry codes
2 Quantitative Desk Qualitative
research research research
Weighting and
fusion of
3 information
Consolidation &
validation
Results and information reflecting the entire
market
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 6
7. Survey Description
Primary research amongst senior executives with Marketing &
Communication expenditure responsibility, managing directors or business
owners
1,027 interviews with additional 8 in-depth interviews amongst national
Top100 advertisers
Robust sampling structure, developed in cooperation with market research
Results weighted and extrapolated to represent total universe of companies
in Belgium (with an annual advertising budget of more than 0.25m € per
year)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 7
8. Methodology – Universe structure
The results are valid for all companies with an advertising budget of at least €
0.25 m/ year
Industry Sectors
Country
Trade Services Manufacturing Industry Total
US 634,000 1,222,000 428,000 2,284,000
DE 383,000 530,000 346,000 1,259,000
UK 172,000 280,000 136,000 587,000
FR 230,000 282,000 141,000 653,000
NL 93,000 153,000 83,000 328,000
BE 48,000 51,000 29,000 128,000
SE 41,000 74,000 38,000 153,000
TOTAL 1,601,000 2,592,000 1,201,000 5,392,000
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 8
9. Universe structure : classification of Sectors
The universe of companies is divided by sectors and constructed with 3 levels
of detail:
First Level
Trade Services Manufacturing
Second Level
Manufacturing
Trade Finance Public Services Other Services
Industries
• Trade (Wholesale, • Banks • Non-profit • Media • Construction Sector
Retail) • Insurances • Utilities (Energy, • Travel/ Tourism • Agriculture
• FMCG (food, • Other financial Telecom) • Leisure/ • Mining
Third Level
household services • Government Entertainment • Production
products, etc.) • Health services • Automotive repairs
• Mail order • Education • Other services
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 9
10. Media Channels covered
Direct Marketing
Classic Other
Traditional Media Media
Online Marketing Classic Media with
Direct Marketing Response
Addressed E-Mail Marketing Print with Print Events
Mailings Internet Site response Insert Promotional
Unaddressed mail Banner Advertising Insert with Outdoor Campaigns
Outbound response Loyalty
Paid Search TV
Telemarketing Outdoor with Magazines
Radio
Inbound response Fax
Cinema
Telemarketing TV with response Advertising
Mobile Marketing Radio with
response
Cinema with
response
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 10
11. Topics
Background & Objectives
Assessing the communication investments & usage
Advertisers’ perception of Direct Marketing
Cross-media campaigns
Conclusions
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 11
12. IPC Direct Marketing Intelligence
Total Marketing & Communication Expenditure
• Development of concept/ design
• External agency fees
• Printing/ preparation of material & mailings
• Set-up of software / hardware maintenance
• Address/ lists/ telephone charges
• Postage
• Delivery/ technical implementation
• Costs of processing of responses
• Call centres/ Hotlines
• Other costs from external suppliers
• Directly attributable salaries &
expenditures excluding overheads
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 12
13. Marketing & Communication Expenditure –
Belgium 2007
Direct Marketing accounts for 39% of all advertising expenditure
( full costing basis)
Total Marketing & Communication Expenditure 2007
(full costing) € 7.40 billion
Direct Marketing
Other
€ 2.86 bn.
€.1.35 bn. Unaddressed Mail
Direct Mail
6%
12%
18%
Online
Classic Media 8%
€ 3.18 bn. 6% Telemarketing
7%
43% Classic
media with
response
mechanism
Data: All values in € bn - those costs include both external and internal costs
Base: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,027)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 13
14. Direct Marketing cost structures – Belgium
Very different cost structures from one direct marketing type to another .
Total Expenditure External Costs
(in € bn) (in € bn)
External costs Internal costs
TV + radio
w. response 87 13 0.11 0.09
Print advertising w.r. 77 23 0.33 0.25
Online 72 28 0.42 0.30
Direct Mail 71 29 0.89 0.63
Unaddressed
mail 63 37 0.40 0.25
Outdoor w. response 54 46 0.07 0.04
E-mail 48 52 0.13 0.06
Telemarketing 27 73 0.47 0.13
Data: All values in %
Base: All companies with a turnover of at least 0.25 m €/year; N=128,376 companies (n=1,027)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 14
15. Very different Direct Marketing external cost
structures by media type – Belgium
Direct Mail Online Print w.r. Unaddr. Telemar- TV + Radio E-Mail Outdoor
Mail keting w.r. w.r.
in bn € 0.63 0.30 0.25 0.25 0.13 0.09 0.06 0.04
9%
19% 16%
Creation 24% 24%
11% 29%
35%
49%
Production
18% 31% 19%
50% 60%
36%
Delivery 27%
36%
Response 52% 35%
44% 6%
Management 23%
27%
2% 10%
0%
Others 3% 24% 7% 3%
18% 1%
2% 12% 3% 9% 11%
4% 4% 7%
Data: All values in %
Base: All companies with a turnover of at least 0.25 m €/year; N=128,376 companies (n=1,027)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 15
16. Marketing & Communication investments by Sector –
Belgium 2007
Highest proportion for direct marketing is for trade. This is driven by high direct
mail investment (18%) .
Trade Finance Services
17%
31%
12%
4%
4%
33%
Tot .Dir Marketing : Tot .Dir Marketing : Tot.Dir Marketing :
48,201 companies 43 %
46 % 36 %
TOTAL €bn 2.24 TOTAL €bn 0.81 TOTAL €bn 4.01
Telemark /Unadd.Mail 0.34 Telemark /Unadd. Mail 0.13 Telemark /Unadd.Mail 0.51
Direct Mail 0.40 Direct Mail 0.10 Direct Mail 0.35
Online 0.16 Online 0.03 Online 0.34
Response mechanism 0.14 Response mechanism 0.03 Response mechanism 0.26
Classic advertising 1.03 Classic advertising 0.27 Classic advertising 1.93
Other advertising 0.18 Other advertising 0.25 Other advertising 0.62
Data: All values in € bn
Base: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,207)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 16
17. Marketing & Communication investments
by Sector – Belgium 2007
Other Services Public Services Manufacturing
Tot. Dir Marketing : Tot. Dir Marketing : Tot.Dir Marketing :
38 % 33 %
14,640 companies 31 %
TOTAL €bn 2.30 TOTAL €bn 0.90 TOTAL €bn 1.14
Telemark /Unadd. Mail 0.31 Telemark /Unadd. Mail 0.07 Telemark /Unadd.Mail 0.06
Direct Mail 0.18 Direct Mail 0.07 Direct Mail 0.12
Online 0.24 Online 0.07 Online 0.08
Response mechanism 0.15 Response mechanism 0.08 Response mechanism 0.10
Classic advertising 1.33 Classic advertising 0.33 Classic advertising 0.23
Other advertising 0.09 Other advertising 0.28 Other advertising 0.55
Data: All values in € bn
Base: All companies with a turnover of at least € 0.25m /year: Universe: 50,883 companies
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 17
18. Communication channel usage (%)
Belgium
Internet has the highest usage rate (70%) , followed by print advertising (49%) , trade fairs (37%)
& Direct mail (34%)
Direct Marketing : Classic Advertising (with/without response mechanisms) :
Internet Site 70 Print advertising
34 Inserts
Direct Mail
E-Mail 32 Outdoor
17 Radio
Unaddressed mail
TV Overall
Banner advertising 14
With response
mechanisms
Telemarketing 11 Other Advertising :
Trade fairs 37
Inbound telemarketing 9
Customer magazines 13
Outbound telemarketing 6
Promotional camp. 9
Paid-search 4 Couponing 9
Mobile Marketing Fax advertising 4
2
Data: All values in %
Base: All companies with a turnover of at least 0.25 m €/year; N=128,376 companies (n=1,027)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 18
19. Usage of Direct Marketing Media by company type
(BtoC or BtoB) : unaddressed is more used in BtoC than in BtoB whereas
addressed mail suits very well for all businesses
Data: All values in %
Base: All companies with turnover of at least € 0.25m /year N=128,376 companies (n=1,027)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 19
20. Direct Marketing usage and investments
Direct mail activities account for:
• 31% of direct marketing investments
• 12% of total marketing and communication investments
• 34% usage
IPC DMI 2007
Direct Mail
Investments
Total investments € 0.89 bn
Internal costs € 0.26 bn
External Costs € 0.63 bn
Direct Marketing Expenditure
Data: All values in %
Base: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,027)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 20
21. Direct Marketing usage by sector (%)
• Online and e-mail advertising is highest for services
• Direct mail has a low user share for public services
Trade Manufacturing Services Financial Services Public Services
Industry
Online * 70 62 82 68 68
35 34 37 37 26
Direct Mail
33 21 40 35 32
E-Mail
48 20 23 27 21
Print with. resp.
Unaddressed 17 18 12 29 22
Mail
8 7 14 17 22
Telemarketing
4 15 1 6 3
Outdoor with response
TV & Radio with response.
3 1 4 5 7
N= 48,201 N= 29,292 N= 30,623 N= 5,620 N= 14,640
(n = 284) (n = 237) (n = 250) (n = 125) (n = 131)
Data: All values in % * Online: Internet Site,
Base: All companies with a turnover of at least 0.25 m €/year: n = actual interviews N = weighted data to reflect universe Banners & Paid searches
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 21
22. Topics
Background & Objectives
Assessing the communication investments & usage
Advertisers’ perception and expectations of Direct
Marketing
Cross-media campaigns
Conclusions
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 22
23. Advertiser perception of Direct Marketing
effectiveness - Belgium
- Direct mail scores very well on all communication objectives
- Unaddressed mail are best in acquiring new customers
Existing Customer Retention Short Term sales to End Brand Image Advertising Product Advertising Acquisition of new
Customers Customers
Addressed Addressed 1 TV advertising 50 TV advertising TV advertising with
1 57 1 direct mail 43 with response 1 with response 72 1 72
direct mail response
2 Internet Site 40 2 Unaddressed 35 2 Internet Site 43 2 Ads in newspaper, etc 40 Unaddressed
mail with response 2 mail 42
E-mail 3 Addressed 41
3 27 3 Internet Site 31 direct mail 3 Addressed 36 Ads in newspaper, etc
marketing direct mail 3 with response 40
Outbound TV advertising 4 Ads in newspaper, etc 31 Outbound
4 telemarketing 22 4 28 with response 4 Internet Site 36 4 39
with response telemarketing
Unaddressed Unaddressed
5 17 5 Ads in newspaper, etc 27 5 mail 28 Unaddressed 5 Internet Site 35
mail with response 5 mail 28
Inserts in newspapers, E-mail Outdoor advertising 6 Outdoor advertising 33
6 15 6 26 6 27 6 Outdoor advertising 24 with response
etc. with response marketing with response with response
Outdoor advertising Outbound 7 Addressed 32
7 Ads in newspaper, etc 14 7 23 7 16 direct mail
with response with response telemarketing 7 Inserts in newspapers, 20
etc. with response
Outbound 8 Radio advertising 14 Inserts in newspapers,
Inbound 8 telemarketing 23 with response 8 24
8 telemarketing 9 Outbound etc. with response
8 telemarketing 18
9 Inserts in newspapers, 9
9 Mobile 3 9 Inserts in newspapers, 10 etc. with response E-mail
Marketing etc. with response 9 E-mail 17 9 12
marketing marketing
Outdoor advertising 10 E-mail 6 Mobile
10 with response 2 Inbound marketing Internet banner 10 6
10 telemarketing 9 10 6 Marketing
advertising
11 Internet banner 1
advertising Mobile 11 Internet banner 4 Inbound 11 Internet banner 6
11 Marketing 4 advertising 11 5 advertising
telemarketing
12 TV advertising 0
with response Internet banner 12 Mobile 2 Mobile Radio advertising
12 4 Marketing 12 2 12 with response 5
advertising Marketing
13 Radio advertising 0
with response Paid for 13 Paid for 1 Inbound
13 2 internet search 13 Paid for 1 13 4
internet search internet search telemarketing
14 Paid for 0
internet search Radio advertising 14 Inbound 0 Paid for
14 0 telemarketing 14 Radio advertising 1 14 3
with response with response internet search
Data: All values in %
Base: All companies using the specific medium
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 23
24. Effectiveness of Direct Marketing Media
Addressed direct mail scores very well on all dimensions
BE
Data: All values in %
Base: All companies using the specific direct marketing medium
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 24
25. Effectiveness of Direct Marketing Media
Direct Mail versus other Direct Marketing Media – Belgium
Data: All values in %
Base: All companies using the specific direct marketing medium
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 25
26. Main reasons for using Direct Mail
Direct mail users perceive Direct Mail as a creative communication
tool , delivering good and measurable results
Users Non-Users
Direct mail allows room for
creativity 65
Direct Mail campaigns
always produce good 49
results
The success of Direct Mail
can be measured 45
effectively in terms of ROI
Data: All values % - Agree / Completely agree
Base: All companies with a turnover of at least 0.25 m €/year: Universe 128,376 companies (n=1,027)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 26
27. Developing Direct Mail - Belgium
Requirements by Level of Usage
- High demand for evaluation of campaign process by heavy users.
- Medium users require more support for creation and address management
Users of Direct Mail
Total Heavy Medium
Low Users
Users Users
Evaluation of campaign process 13 +24 -5 0
Creation 12 -1 +10 -6
Address management 11 +4 +10 +1
Dispatch and selection 5 -4 +3 -1
Production of the mailing 3 -1 +1 0
Response management 2 0 -2 +1
None of these 55 -21 -17 +6
Data: All values in %
Base: All companies whose using direct mail or unaddressed mail (n=507)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 27
28. Topics
Background & Objectives
Assessing the communication investments & usage
Advertisers’ perception of Direct Marketing
Cross-media campaigns
Conclusions
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 28
29. Cross-media campaigns - Belgium
- Only 21% of advertisers are running multi-media campaigns , using most often 2 media
- Very few cross-media users include 3 or more medias in their campaigns
User Share of Cross-Media Campaigns Number of campaigns in 2007:
112,393 campaigns
User of cross-media campaigns
Ø number of campaigns per company:
Non-User of cross-media campaigns
4.9 campaigns/ year
2 media
85,535 companies
23,060 companies 3 media
4 media or
more
Data: All values in %
Base: All companies with a turnover of at least 0.25 m €/year and which are doing direct marketing; N= 108,595 companies (n=913)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 29
30. Cross-media campaigns users profile
Cross-media campaigns most often used by public services , trade & finance
User Share by Sector User Share by Company size
Public
Services Small
Trade
Medium
Finance
Large
Services
Manufacturing
Industries
Data: All values in %
Base: All companies with a turnover of at least 0.25 m €/year and which are doing direct marketing; N= 108,595 companies (n=913)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 30
31. Cross-media Campaigns
Most frequent media combinations
BE
- Addressed direct mail is used in 20% of cross-media campaigns
- The most frequent cross-media combination is print + Internet site (9%)
9%
7% 7% 6% 6%
4% 4% 4% 3% 3%
Internet site + Addressed Addressed Internet site + Addressed Print + TV TV + Radio Print + E‐mail Print + Internet
Print direct mail + direct mail + e‐mail direct mail + e‐ Unaddressed banner
print internet site mail doordrops advertising +
Inserts in
newspapers +
Outdoor
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 31
32. Topics
Background & Objectives
Assessing the communication investments & usage
Advertisers’ perception of Direct Marketing
Cross-media campaigns
Conclusions
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 32
33. Key Findings Direct Marketing
Belgium
The media landscape is increasingly fragmented across online and
offline media
Direct Marketing had in 2007 a market share of 39% of total advertising
expenditure ; in trade & service sectors , direct marketing represents 46%
Cost structures are very different from one direct marketing tool to
another : in e-marketing , internal costs are relatively higher than the ones
in direct mail
Cross-media campaigns are used by 21% of the companies .
In 1 out of 5 cross-media campaign , direct mail is used .
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 33
34. Key Findings – Direct Marketing Belgium
The media landscape is increasingly fragmented across online and
offline media
Direct Marketing had in 2007 a market share of 39% of total advertising
expenditure ; in trade & service sectors , direct marketing represents 46%
Cost structures are very different from one direct marketing tool to
another : in e-marketing , internal costs are relatively higher than the ones
in direct mail
Cross-media campaigns are only used by 21% of the companies .
71% of those campaigns use only 2 media . In 1 out of 5 cross-media
campaigns , direct mail is used .
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 34
35. Key Findings – Addressed Direct Mail
Belgium
Accounts for 12 % of total media investments and 31% of direct
marketing expenditure
Is relatively more important in trade and financial services sectors
31% of companies use Direct Mail
Direct Mail is perceived as a specially effective media for customer
retention and generating short-term sales . It is also highly effective for
improving brand image and delivering detailed product information .
Direct Mail is appreciated for its creative possibilities , its measurable
and proven ROI
Heavy Direct Mail users are mainly concerned with campaign
evaluation whereas medium users are focussing on correct addres
management and creation .
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 35
36. Key Findings – Unaddressed Direct Mail
Belgium
Unaddressed direct maill accounts for nearly 6 % of all media
investments and for 15% of Direct Marketing investments
17% of companies ( mainly BtoC) are using unaddressed mail
Main advantages are its capability of generating short term sales
and acquiring new customers
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM