Developments in direct marketing & what this means for posts l watson for wmx 27-06-12ss

Developments in Direct Marketing

What This Means for Posts

Lisa Watson – Direct Marketing Association of Singapore

27 June 2012

About DMAS

•Formed in 1983

•Main activities

– Content – Education

– Community – Networking

– Commerce – Business Opportunities

– Credibility – Advocacy

•Still DIRECT MARKETING Association

•Approximately 80 members – DMAS main body

– E-Mail Marketing Council

– Mobile Marketing Council

– Direct Mail Council

– Search Council

– Data Council

– Social Media Council

2 03-Jul-12

DM Skills are Improving

DM Trends in Asia #1

3 03-Jul-12

Three Key Areas of Improvement

Targeting

4 03-Jul-12

5 03-Jul-12

Three Key Areas of Improvement

Targeting

Relevance

6 03-Jul-12

The Power of Data

7 03-Jul-12

Personalization

vs

Customization

Personalization is Relatively Easy

8 03-Jul-12

Customization Means Varying Content/Images as Well

9 03-Jul-12

Change the image based on my

profile

Three Key Areas of Improvement

Targeting

Relevance

Tracking

10 03-Jul-12

Quick Response (QR) Codes

11 03-Jul-12 11

• Created by Toyota subsidiary Denso Wave in 1994 • Used to Add Tracking to Many Things

– Billboards – Print Ads – Product Packaging – Namecards

What is a QR Code?

12

03-Jul-12 12

The Latest QR Codes

13 03-Jul-12

Color increases scan rates 25-30%

13

The Latest QR Codes

14 03-Jul-12

14

DM Skills are Improving

But Are Not Yet Best-in-Class

DM Trends in Asia #1

15 03-Jul-12

Three Key Areas FOR Improvement

Integration

Data Skills

Direct Mail!

16 03-Jul-12

Data Protection & Privacy Legislation is Spreading

DM Trends in Asia #2

17 03-Jul-12

The Customer’s World Has Changed

More POWER More choice

More information

18 03-Jul-12

Consumers are Fighting Back!

•91% unsubscribed from opt-in e-mails

•77% more cautious providing their e-mail (versus last year)

•81% ‘unliked’ or removed a brand’s posts

•71% more selective ‘liking’ a company (versus last year)

•41% have ‘unfollowed’ a company

Source: ExtactTarget “The Social Break-Up”

03-Jul-12 19

… almost no transaction today, commercial or otherwise, is even

thinkablewithout an exchange of information or data taking place

Today’s Reality

20 03-Jul-12

thinkable

DP Legislation Coming to Singapore in 2012

Do Not Call

<ADV>

SMS

21 03-Jul-12

22 03-Jul-12

Direct Mail is Coming Back

... But Role Has Changed

DM Trends in Asia #3

23 03-Jul-12

Move from VOLUME to VALUE

Mass Communication

VOLUME

Personalization & Customization

VALUE

24 03-Jul-12

The RIGHT Customer The RIGHT Product The RIGHT Channel

The RIGHT Time The RIGHT Message

Relevance

US DMA 2012 Response Rate Report

25 03-Jul-12

US DMA 2012 Response Rate Report

26 03-Jul-12

“In another first for this edition, DMA compares direct mail response rates over time. The time series reveals that direct mail response rates have dropped nearly 25 percent over the past nine years. Even so, mail campaigns draw a better overall response than digital channels. For instance, response rates for direct mail to an existing customer average 3.40 percent, compared with 0.12 percent for email, which is roughly a 30-fold difference. Costs are also higher, which translates to roughly equivalent costs-per-sale/lead for direct mail, email, and paid search.”

A Surprising User of Direct Mail!

27 27

03-Jul-12

Core DM Skills

Data Protection Law

Value Direct Mail

Summary – 3 Key Trends

28 03-Jul-12

UP

Thank You!

www.dmas.org Lisa Watson – lwatson@dmas.org

27 June 2012