DMVÖ Präsidium 21.2.2012 Direct Media Reports 2012/2013 It´s really true: Dialog Marketing works...

DMVÖ Präsidium 21.2.2012

Direct Media Reports 2012/2013It´s really true: Dialog Marketing works

Anton Jenzer, President Dialog Marketing Association AustriaFounder and owner Anton Jenzer Consulting GmbH

Prague, 31th March 2014, DMVÖ – Anton Jenzer

DMVÖ Präsidium 21.2.2012

direct media report :

consumer and experts insights

Anton Jenzer, President Dialog Marketing Association AustriaFounder and owner Anton Jenzer Consulting GmbH

Prague, 31th March 2014, DMVÖ – Anton Jenzer

Prague, 31st March 2014, DMVÖ – Anton Jenzer

The unaddressed advertising folder/ leaflet – popular, but with 22 units per week for many „too much“ already.

40,0%

32,8%

26,4%

0,6% 0,2%

Zu viel Viel Angemessen, gerade richtig

Wenig Zu wenig

Estimation of the amount of weekly incoming unaddressed advertising mail

(Base: Respondents are between 14 and 69 years old and receive unaddressed advertising)

n=883Average: 1,88

And how do you feel about the amount of unaddressed advertising mail you receive each week? [...]

n=883Average: 22,4 piecesMedian: 20,0 pieces

14-19 y.o.: 35,4%20-29 y.o.: 35,6%30-39 y.o.: 34,3%

Too many Many Adequate, just right Few Not enough


The leaflet II: The reading rate is far higher than often assumed.

12,8%

65,6%

21,6%

Ich werfe sie normalerweise gleich in den Papierkorb, ohne sie anzusehen

Ich schaue die Prospekte/Flugblätter flüchtig durch

Ich schaue die Prospekte/Flugblätter in der Regel genauer an

Reading of catalogues / flyers …

(Base: Respondents are between 14 and 69 y.o. and receive anaddressed advertising)

n=883

How much do you read brochures / leaflets …

Male: 16,0%Female: 9,8%

Advertising waiversticker: 18,1%

I normally throw it in the trash without looking

I read the leaflet / flyers on the fly

I look at the brochures / leaflets usually in more detail


Direct Mailings I: A pleasant extent of Direct Mailings.

19,4% 18,6%

53,9%

7,7%

0,5%

Zu viel Viel Angemessen, gerade richtig

Wenig Zu wenig

Estimation of the amount of weekly incoming Direct Mailings

n=856Average: 2,51

(Base: Respondents are between 14 and 69 y.o. and receive direct mailings.)

n=1.006Average: 6,0 piecesMedian: 2,0 pieces

And how do you feel about the amount of direct mail / personally addressed advertising mail you receive each week? [...]

9,0%

35,6%39,8%

12,5%

3,1%

Ein paar Sekunden

Eine halbe bis 1 Minute

2 bis 4 Minuten

5 bis 10 Minuten

Länger als 10 Minuten

Time that is spent with reading / looking through of Direct Mailings

n=719

Too many. Many. Adequate, just right. Few. Not enough.

A few seconds.

Half up to1 minute

2 to 4minutes

5 to 10minutes

Longer than10 minutes


Direct Mailings II: Incentives increase the interest.

25,9%

40,7%

22,3%

11,1%

Ja, auf jeden Fall Ja, eher schon Nein, eher weniger Nein, auf keinen Fall

The prospect of a gift increases the chance that you open direct mailings and look it through …

(Base: Respondents are between 14 and 69 y.o. and receive direct mailings)

n=856Average: 2,19

Increases the prospect of a gift like a free sample or a comparable addition [...] the chance that you open a direct mailing / a personally addressed direct and see it through?

Yes, definitily. Yes, more so. No, not usually. No, definitily not.


E-Mail I: Newsletter frequency – for 40% too much already!

40,7%

28,8% 28,5%

1,9%0,1%

Zu viele Viele Angemessen, gerade richtig

Wenige Zu wenige

Estimation about the amount of weekly incoming eMail Newsletter

n=927Average: 1,92

(Base: Respondents are between 14 and 69 y.o. and receive E-Mail Newsletter

And how do you feel about the extent of the e-mail newsletter that you receive each week? […]

n=1.006Average: 24,9 piecesMedian: 10,0 pieces

(Averages) n=927

Share deliberately subscribed E-Mail-Newsletter

47,0%

Share unsolicited E-Mail-Newsletter 53,0%

(Averages) n=927

Share Newsletter, that You open 44,1%

Share Newsletter, that You delete unread

55,9%

Too many Many Adequate, just right

Few Not enough


E-Mail II: Positive, trendy, but annoying as well.

13,7%

16,7%

17,1%

19,9%

20,1%

20,2%

21,7%

30,3%

31,1%

31,6%

40,9%

53,1%

Zeigt Wertschätzung

Seriös

Hochwertig

Glaubwürdig

Unterhaltsam

Sympathisch

Kompetent

Interessant

Effizient

Nützlich

Nervig

Zeitgemäß

Top-2-Box: rated with "fully applicable to/ rather applicable" (5-point Scale)

n=1.006

(Base: Respondents are between 14 and 69 y.o.)

To what extend do the following statements and features apply to the advertising channel E-Mail Newsletter in your opinion?[…]

Trendy

Annoying

Useful

Efficiient

Interesting

Competent

Sympathic

Entertaining

Credible

High-quality

Serious

Shows appreciation


Mixture of the samples:

Base 415 in %

Gender

Male 247 59,5%

Female 168 40,5%

Age

20 - 29 years old 44 10,6%

30 - 39 years old 94 22,7%

40 - 49 years old 133 32,0%

50 - 59 years old 113 27,2%

60 years or older 31 7,5%

Position

Owner 47 11,3%

Upper Management (e.g. executive board, head of department, managing director) 89 21,4%

Mid-senior level (e.g. deparment management) 120 28,9%

Lower management (e.g. group management) 75 18,1%

Employee 84 20,2%


Direct Media Channels in comparison:Consumers vs. Experts insights


Advertising channels where the weekly advertising is perceived at a most pleasant degree:

Direct Mailing

Prospekt

E-Mail-Newsletter

Werbung auf Facebook

43.5%

30.9%

20.4%

5.1%

For Consumers most pleasant advertising channel regarding advertising degree

Direct Mailing

Leaflet

E-MailNewsletter

Facebook

n=333

Prospekt (n=883)

E-Mail-Newsletter (n=927)

Werbung auf Facebook (n=673)

Direct Mailing (n=856)

26.4%

28.5%

34.0%

53.9%

Rated „adequate, just right“


Facebook (n=673)

E-Mail Newsletter (n=927)

Leaflet (n=883)

ExpertsConsumers


Personal approach, goodies & customization are crucial for the high acceptance.

Direct Mailings sind persönlich adressiert

Direct Mailings bieten oft Goodies/Gutscheine/sonstige Vorteile

Direct Mailings bieten genau auf den Kunden zugeschnittene Werbung/Informationen

Direct Mailings zeigen stärker Wertschätzung gegenüber dem Kunden

Direct Mailings sind hochwertiger

Werbeausmaß/-druck ist verglichen mit den anderen Kanälen bei Direct Mailings geringer

Sonstige Gründe

64.0%

48.6%

48.6%

39.6%

30.6%

22.8%

5.4%

Reasons why the amount of direct mailings is most pleasant perceived

Direct mailings are addressed personally

Direct mailings do often offer goodies/vouchers/other benefits

Direct mailings offer advertising/information exactly tailored to the customer

Direct mailings show more appreciation towards the customer

Direct mailings are high quality

Extend in advertising is compared to the other channels even less in direct mailings

Other reasonsn=333


Media with the lowes trash-rate:

Direct Mailing

E-Mail-Newsletter

Prospekt


63.1%

14.4%

13.5%

9.0%

Medium with the lowest trash-rate

Direct Mailing

E-Mail Newsletter

Leaflet

n=333

ExpertsConsumers

Social Media/ Facebook (n=673)



Prospekt (n=883)

20.4%

9.3%

25.1%

21.6%

43.9%

59.4%

58.9%

65.6%

Rated with „I read flightly or more precisely“"

Lese genau Lese flüchtig

Leaflet (n=883)



Social media/Facebook (n=673)

volatileprecisely

87,2%

84,0%

68,7%

64,3%Facebook advertising


The comparatively low trash-rate surprises the experts especially regarding leaflet.

Prospekt

Direct Mailing

36.9%

18.6%

Top-2-Box: rated with„surprises me very much" and „surprises me more" (4-point scale)

Direct Mailing

n=333


Average time that consumer spend reading

or reviewing advertising.

E-Mail-Newsletter

Prospekt

Direct Mailing

13.2%

52.3%

54.4%

Rated with „Longer than 1 minute"

Leaflet

Direct Mailing

E-MailNewsletter

n=333



Prospekt (n=770)

38.9%

55.4%

60.0%

Rated with „Longer than 1 minute“

Direct Mailings (n=719)


ExpertsConsumers

Leaflet (n=770)


Reasons for the shorter period of dealing with E-Mail newsletters:

Durch die höhere Frequenz entfällt die Besonderheit

Können leichter/schneller gelöscht werden

Direct Mailings vermitteln eine persönlichere Ansprache

Wirken oft zu austauschbar

Beigaben können nicht angefasst werden, die Beschäftigungszeit ist dadurch kürzer

Direct Mailings sind angenehmer zu lesen

Inhalt ist bei Direct Mailings auf einen Blick ersichtlich

Direct Mailings können leichter abgelegt und nochmals zur Hand genommen werden

Sonstige Gründe

65.8%

63.1%

46.8%

40.5%

31.2%

30.9%

28.5%

27.3%

2.7%

Experts

Due to the higher frequency the peculiarity is eliminated

Can be deleted more easily / faster

Direct Mailings convey a more personal approach

Often seem interchangeable

Adjuncts can not be touched, due to this period of dealing with is shorter

Direct Mailings are more pleasant to read

Content of direct mailings can be seen at a glance

Direct Mailings can be stored and taken back on hand more easilyn=333


Share of E-Mail Newsletters received that are deleted unread:

Konsumenten (n=927) Experten (n=333)

55.9%

64.3%

Consumers (n=927) Experts (n=333)


Reasons, why Newsletters are deleted and not cancelled:

Abmeldung zu umständlich

Künftige relevante Inhalte

Abmeldefunktion unbekannt

Abmeldemöglichkeit unbekannt

Sonstige Gründe

66.1%

60.4%

23.4%

9.6%

3.9%

Unsubscribing too circularely

Future relevant contents

Unsubscriptions functions unknown

Unsubscription options unknown

Other reasons n=333


Most credible advertising channels:

Direct Mailing

Prospekt

Social Media Marketing

E-Mail-Newsletter

Mobile Marketing

55.6%

29.7%

11.4%

3.0%

0.3%

Advertising channel with the highest credibility

E-Mail Newsletter

Mobile Marketing


Leaflet

Direct Mailing

n=333

ExpertenConsumers

Mobile Marketing (n=1.005)

Social Media Marketing (n=1.005)

E-Mail-Newsletter (n=1.006)

Prospekt (n=1.006)

Direct Mailing (n=1.006)

13.2%

16.4%

19.9%

25.5%

28.1%

Credibility: Top-2-Box: rated with„fully applicable to & rather applicable to"

E-Mail Newsletter (n=1.006)

Leaflet (n=1.006)


Social Media (n=1.005)



That future advertising via digital channels overtakes analogue advertising in terms of credibility, only believe almost 12 percent.

Werbung über analoge Kanäle wird auch in Zukunft größere Glaubwürdigkeit zugeschrieben werden als digitalen

Kanälen

Werbung über analoge und digitale Kanäle werden in Zukunft in etwa gleich

glaubwürdig empfunden werden

Zukünftig wird Werbung über digitale Kanäle größere Glaubwürdigkeit

zugeschrieben werden als analogen Medien

40.5%

47.7%

11.7%

Development of credibility

n=333

Advertising on analog channels will be attributed greater credibility than digital channels also in the future

Advertising on analog and digital channels will be felt about the same credible in the future

In the future advertising via digital will be attributed higher credibility than via analog media


Most annoying advertising channels:

Mobile Marketing


E-Mail-Newsletter

Prospekt

Direct Mailing

39.3%

30.9%

23.4%

4.2%

2.1%

Advertising medium with the highest potential to annoy

Direct Mailing

Leaflet

E-Mail Newsletter

Facebook advertising

Mobile Marketing

n=333

ExpertsConsumers


Prospekt (n=1.006)

E-Mail-Newsletter (n=1.006)



31.7%

35.9%

40.9%

45.3%

56.0%

Annoying: Top-2-Box: rated with„fully applicable to & rather applies to"


E-Mail Newsletter (n=1.006)

Leaflet (n=1.006)




Advertising channel, which the consumers will miss most:

Prospekt

Direct Mailing

E-Mail-Newsletter


Mobile Marketing

69.4%

21.9%

6.9%

1.5%

0.3%

Advertising channel missed most

E-Mail Newsletter

Direct Mailing

Mobile Marketing

Leaflet


n=333

ExpertsConsumers

Mobile Marketing


Direct Mailing

E-Mail-Newsletter

Prospekt

8.4%

13.7%

29.5%

37.2%

37.4%

Top-2-Box: rated with„I would very much/ more miss"

E-Mail Newsletter

Direct Mailing


Mobile Marketing

n=2.011

Leaflet


Channels, that regarding their importance for the consumers will gain strongly in significance within the next 5 years:


Mobile Marketing

Direct Mailing

E-Mail-Newsletter

Prospekt

20.4%

18.6%

11.1%

7.8%

0.6%

Experts: Top-Box: rated with"will strongly gain in significance" (5-point Scale)


Leaflet

E-Mail Newsletter

Mobile Marketing

n=333

Direct Mailing


Results:

- In most cases, Austrian experts estimate correctly the acceptance of the several media by the Austrian consumers

- But, experts are surprised about the high acceptance of printed media by the consumers

- The medium (is part of) the message (“via which channel I communicate, is part of

my offer”)

- Printed direct mail is still alive

- Hybrid Marketing, that means the intelligent combination of Offline, Online and

Mobile is the passport to success

It´s really true: Dialog Marketing works …


Anton JenzerDMVÖ President

[email protected]

THANK YOU FORYOUR ATTENTION

DMVÖ Präsidium 21.2.2012 Direct Media Reports 2012/2013 It´s really true: Dialog Marketing works...

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Transcript of DMVÖ Präsidium 21.2.2012 Direct Media Reports 2012/2013 It´s really true: Dialog Marketing works...