This document summarizes trends in the Italian direct marketing list market from 2000 to the present. Key points include: - The rise of internet has downsized publishers and mail order houses while new corporate and micro-business players have emerged. - Email marketing has largely replaced postal addresses, lowering costs. However, data quality is declining as information comes from online forms rather than surveys. - Privacy laws will likely strengthen to require explicit opt-in consent for data use due to increased spam, bounced emails, and intrusive advertising. Overall, direct marketing lists and professionals have lost influence while consumers have more e-commerce options.

1. Direct Marketing
mls - merlo
Trend of the italian list market

2. Comparison
Comparing 2016 vs 2000 we can study the trend of the Italian
list market.

3. What’s new since 2000 ?

The boom of internet

4. Who’s has been downsized ?

Publishers and mail order houses. The catalogue was the symbol.

Postal address market and consequently agencies and
listbrokers.

5. Who are the new players ?

Corporates with strong knowledge and money to invest,
used to externalise services, soldi da investire, accostumed
externalise services and paying taxes abroad.

Micro-Businesses moving from retail to the e-commerce.

6. How new players are evolving ?

Corporates diversificate theirs offers :
1. Incorporating exisitng activities so becoming as commercial mall.
2. Opening shops ( model click & mortar).

Micro-businesses transfer ecommerce management to marketplaces.

There are indipendent niches that have visibility through google .

7. What about the list market in this background ?
Supplies of postal addresses have ceded market share to e-mail
marketing.

0,20 € each postal address from a cold list.

from 0,008 to 0,02 € each e-mail coming from a cold list.

8. Consequences

Quality of database marketing is going down.

From survey, like marketing research, now many marketing lists
come from online forms that capture weak information.

Profiling is built more sneaky using cookies, retargeting and the
idea of big data crossing any information.

Increase the use of ad block , robinson lists, the use of
secondaries email.

The new European data protection law will require optin regime , a
non ambiguous informative concerning every kind of data that can
identify a person.

9. Is Spam a tip of iceberg ?

In the name of semplicity.

In the name of cheap costs.

In the name of the opportunity to pay per lead . (cpl ) o (cpa).
Now are common these words : bounced, web reputation e spam.
That is to broadcast messages often repeated to segments
completely

10. Conclusion

Corporates take advantages .

Consumers can exploit many e-shops
opportunities.

Impoverishement of database marketing
and professionals.

Intrusive advertising : email and banner.

Data protection tends to become stricter :
Opt-in.
 Marco Merlo – MLS - mlslist@mlslist.it