direct marketing globally
DESCRIPTION
Presentation on state of direct/interactive marketing world-wideTRANSCRIPT
![Page 1: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/1.jpg)
April 10, 2023© 2009 Oak Knoll LLC for The Prescott
Report . For [email protected]
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
April 10, 2023
![Page 2: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/2.jpg)
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…..
April 10, 2023© 2009 Oak Knoll LLC for The Prescott
Report . For [email protected]
2
![Page 3: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/3.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
3
The 45 DMA’s of the World as of October 2009
![Page 4: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/4.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
4
DM Agencies --Number of countries
• Grey• Proximity• Draft• RappCollin
s• Wunderma
n• InterDirect
• 49• 48• 43• 37• 35• 33
Ad Age, 2008, except InterDirect and Proximity
![Page 5: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/5.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
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
Omnicom 1426
Publicis 60
WPP 100
Interpublic 110
Number of offices globally
Confirmed with agencies
![Page 6: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/6.jpg)
And revenues and agencies grow…
• 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
$’s millions 2006
![Page 8: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/8.jpg)
April 10, 2023 8© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
% Change in GDP
GDP ‘09 GDP ‘10
Hungary -7.0 -1.0
Germany -4.9 +1.6
Russia -7.0 +2.5
Japan -5.7 +1.4
China +8.2 +8.5
US -2.5 +2.5
Economist 10/09
![Page 9: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/9.jpg)
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
![Page 10: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/10.jpg)
April 10, 2023 10© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
Media spends – US
![Page 11: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/11.jpg)
April 10, 2023 11© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
![Page 12: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/12.jpg)
April 10, 2023 12© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
![Page 13: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/13.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
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
![Page 15: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/15.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
15
Valpak – mobile coupons
Voice Of the Consumer
![Page 16: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/16.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
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.
![Page 17: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/17.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
17
The world’s new language
0101010101010101
![Page 18: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/18.jpg)
Digital Natives
April 10, 2023© 2009 Oak Knoll LLC for The Prescott
Report . For [email protected]
18
![Page 19: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/19.jpg)
MARKETING 2009
![Page 20: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/20.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
20
Test, test, test.
![Page 21: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/21.jpg)
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
![Page 22: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/22.jpg)
Mobile Everywhere
Billboard, Bern, Switzerland, November 2007
![Page 23: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/23.jpg)
April 10, 2023 23© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
CRM
Customer Relationship Management?
Or
The Customers Really Manage
![Page 24: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/24.jpg)
Search Engines
April 10, 2023© 2009 Oak Knoll LLC for The Prescott
Report . For [email protected]
24
![Page 25: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/25.jpg)
April 10, 2023 25© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
True Consumer Pull
![Page 26: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/26.jpg)
Marketing Automation – courtesy of Marketing 1by1.com
April 10, 2023© 2009 Oak Knoll LLC for The Prescott
Report . For [email protected]
26
![Page 29: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/29.jpg)
April 10, 2023 29© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
Guinness Birthday Card
http://review.tmw.co.uk/awards/casestudy.asp?cs=guinness_birthday_07&l=1
![Page 30: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/30.jpg)
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
![Page 31: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/31.jpg)
April 10, 2023 31© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
Rakuten
・ Gourmet・ Wine・ Hair Dye
JAPAN – Internet and mobile
![Page 32: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/32.jpg)
April 10, 2023 32© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
•20s Mobile phone access 62.6%• PC access 52.7%•Female users 70% used a mobile phone in 2006 to order.
Viceroy
![Page 33: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/33.jpg)
April 10, 2023 33© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
VWLifestyle Cars Twitter, Web, Facebook
![Page 34: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/34.jpg)
IndiaFAME X FACTOR – THE HERMIT Echo-Bronze 2007
![Page 35: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/35.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
35
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/advertis
ing• www.PrescottReport.com document
library and blog; newsletter
![Page 36: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/36.jpg)
April 10, 2023 36© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
Last Message
www. Prescottreport.com/document- library
![Page 37: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/37.jpg)
Our Thanks To -
• Bart Vervinckt-Brady (Seton)• Naoki Nakashima-Japan Post • Brian Mdluli – South Africa DMA• Lisa Watson – Singapore DMA• Efraim Kapulski – ABEMD, Brasil• Andre DelBecq-France• Zafer Toker – 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
• Renata Paiva – Ogilvy Brasil• Stephen Prescott-1KulGuy• Emmanuel Stern – OneDirect• Marc Pouw-Belgian Post
International• Sreedhar Subramaniam –
Malaysia DMA• Gabrielle Chou-Acxiom China• Marc Lolivier – FEVAD• Didier Farge-SNCD• Alastair Tempest-FEDMA• Finn Thomsen-Danish DM
Klub• Pieter v den Busken-
Interdirect
![Page 38: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/38.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
38
Thank You
Charles A. PrescottOak Knoll LLC
7 Hastings CourtSouth Salem, NY
10590 USA+1.914.533.0208
www.prescottreport.com
![Page 39: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/39.jpg)
April 10, 2023 39© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
Magazines. André Potdevin
B&F - Brüggemann und [email protected]
![Page 40: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/40.jpg)
India Fund-raising
April 10, 2023© 2009 Oak Knoll LLC for The Prescott
Report . For [email protected]
40
![Page 41: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/41.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
41
Super Database?Then Super-Personalize
Super Database?Then Super-Personalize
![Page 43: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/43.jpg)
April 10, 2023 43© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
![Page 44: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/44.jpg)
April 10, 2023 44© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
![Page 45: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/45.jpg)
April 10, 2023 45© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
![Page 46: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/46.jpg)
April 10, 2023 46© 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
Take the Temperature-Braun-Gillette
![Page 47: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/47.jpg)
April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]
47
BRAUN: Take the temperatureHeadline:
Place your hand in this outline.
Subhead:Get a medically exact measurementinside – in a matter of seconds, for free.
37 or 39ºC body temperature?The shop window tester with heat sensitivecoating invites consumers to measure their temperature for free in the pharmacy.
![Page 48: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/48.jpg)
Brazil
![Page 49: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/49.jpg)
a
SIMON SENASSOCIADOS
9
ABEMD INDICATORS
Source: Simonsen Associados, companies interviewed
b - billionm - million
![Page 50: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/50.jpg)
Gerdau
![Page 51: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/51.jpg)
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
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
![Page 52: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/52.jpg)
![Page 53: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/53.jpg)
CHINA - State of DM Fundamentals
• Data• Media channels• Direct Payments• Legal Environment• Players
![Page 54: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/54.jpg)
Trend: C to C Booming
• Control of destiny : from the unemployed to the ‘entrepreneur at heart’ CtoC model is an economic enabler for entrepreneurs
![Page 55: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/55.jpg)
Mobile Marketing is Big21 Communications
![Page 56: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/56.jpg)
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
Viral Marketing
病毒性营销Send m-coupon to friends发送手机优惠券给朋友
User-Generated Content用户创建内容
![Page 57: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/57.jpg)
Malaysia
![Page 58: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/58.jpg)
Greatness in any language – Malaysia
![Page 59: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/59.jpg)
SOUTH AFRICA
![Page 60: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/60.jpg)
Argentina…
![Page 61: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/61.jpg)
Banco Privado-Echo 2006-Testing orthodoxy
![Page 62: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/62.jpg)
PERU
![Page 63: Direct Marketing Globally](https://reader036.vdocuments.mx/reader036/viewer/2022070304/54b98be74a7959382f8b4571/html5/thumbnails/63.jpg)
Peru-Gold-Wong Best Clients