Direct Marketing Globally

April 10, 2023© 2009 Oak Knoll LLC for The Prescott

Report . For [email protected]

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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…..



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April 10, 2023 © 2009 Oak Knoll LLC for The Prescott Report . For [email protected]

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


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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


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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



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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

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


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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


Coupons


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Valpak – mobile coupons

Voice Of the Consumer


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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.


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The world’s new language

0101010101010101

Digital Natives



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MARKETING 2009


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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


CRM

Customer Relationship Management?

Or

The Customers Really Manage

Search Engines



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True Consumer Pull

Marketing Automation – courtesy of Marketing 1by1.com



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Automatic!



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Guinness Birthday Card

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

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

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


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

http://www.vwescape.co.uk/index.html

http://www.vwescape.co.uk/index.html

IndiaFAME X FACTOR – THE HERMIT Echo-Bronze 2007


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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

http://www.marketingprofs.com/

http://www.dmnews.com-specialized/

http://directmag.com/

http://multichannelmerchant.com/

http://www.guardian.co.uk/media/advertising

http://www.guardian.co.uk/media/advertising

http://www.prescottreport.com/


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


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Thank You

Charles A. PrescottOak Knoll LLC

7 Hastings CourtSouth Salem, NY

10590 USA+1.914.533.0208

M. [email protected]

www.prescottreport.com

mailto:[email protected]


Magazines. André Potdevin

B&F - Brüggemann und [email protected]

India Fund-raising



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Super Database?Then Super-Personalize

Super Database?Then Super-Personalize


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Take the Temperature-Braun-Gillette


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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

a

SIMON SENASSOCIADOS

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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

Direct Marketing Globally

Business

Transcript of Direct Marketing Globally