Direct Marketing Globally

Report . For permissions-Editor@PrescottReport.com

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

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…..

The 45 DMA’s of the World as of October 2009

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

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

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

Brands

% 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

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

Media spends – US

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

Coupons

Valpak – mobile coupons

Voice Of the Consumer

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.

The world’s new language

0101010101010101

Digital Natives

MARKETING 2009

Test, test, test.

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

Mobile Everywhere

Billboard, Bern, Switzerland, November 2007

Customer Relationship Management?

The Customers Really Manage

Search Engines

True Consumer Pull

Marketing Automation – courtesy of Marketing 1by1.com

Automatic!

Guinness Birthday Card

http://review.tmw.co.uk/awards/casestudy.asp?cs=guinness_birthday_07&l=1

• 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

Rakuten

・ Gourmet・ Wine・ Hair Dye

JAPAN – Internet and mobile

•20s Mobile phone access 62.6%• PC access 52.7%•Female users 70% used a mobile phone in 2006 to order.

Viceroy

VWLifestyle Cars Twitter, Web, Facebook

IndiaFAME X FACTOR – THE HERMIT Echo-Bronze 2007

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

Last Message

www. Prescottreport.com/document- library

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

Thank You

Charles A. PrescottOak Knoll LLC

7 Hastings CourtSouth Salem, NY

10590 USA+1.914.533.0208

M. +1.914.714.0566Editor@prescottreport.com

www.prescottreport.com

Magazines. André Potdevin

B&F - Brüggemann und Freundeandre.potdevin@bfbo.de

India Fund-raising

Super Database?Then Super-Personalize

Take the Temperature-Braun-Gillette

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.

Brazil

SIMON SENASSOCIADOS

ABEMD INDICATORS

Source: Simonsen Associados, companies interviewed

b - billionm - million

Gerdau

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

CHINA - State of DM Fundamentals

• Data• Media channels• Direct Payments• Legal Environment• Players

Trend: C to C Booming

• Control of destiny : from the unemployed to the ‘entrepreneur at heart’ CtoC model is an economic enabler for entrepreneurs

Mobile Marketing is Big21 Communications

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

Malaysia

Greatness in any language – Malaysia

SOUTH AFRICA

Argentina…

Banco Privado-Echo 2006-Testing orthodoxy

Peru-Gold-Wong Best Clients

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