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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
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DM Skills are Improving
DM Trends in Asia #1
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Three Key Areas of Improvement
Targeting
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Three Key Areas of Improvement
Targeting
Relevance
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The Power of Data
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Personalization
vs
Customization
Personalization is Relatively Easy
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Customization Means Varying Content/Images as Well
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Change the image based on my
profile
Three Key Areas of Improvement
Targeting
Relevance
Tracking
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Quick Response (QR) Codes
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• 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
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Color increases scan rates 25-30%
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The Latest QR Codes
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14
DM Skills are Improving
But Are Not Yet Best-in-Class
DM Trends in Asia #1
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Three Key Areas FOR Improvement
Integration
Data Skills
Direct Mail!
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Data Protection & Privacy Legislation is Spreading
DM Trends in Asia #2
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The Customer’s World Has Changed
More POWER More choice
More information
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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
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thinkable
DP Legislation Coming to Singapore in 2012
Do Not Call
<ADV>
SMS
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Direct Mail is Coming Back
... But Role Has Changed
DM Trends in Asia #3
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Move from VOLUME to VALUE
Mass Communication
VOLUME
Personalization & Customization
VALUE
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The RIGHT Customer The RIGHT Product The RIGHT Channel
The RIGHT Time The RIGHT Message
Relevance
US DMA 2012 Response Rate Report
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US DMA 2012 Response Rate Report
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“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!
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Core DM Skills
Data Protection Law
Value Direct Mail
Summary – 3 Key Trends
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UP
