Is there a role for Direct Mailing in the Is there a role for Direct Mailing in the Integrated Communication?Integrated Communication?
Enrico Barboglio Valentina Carnevali
General Secretary Xplor Italy Accredited Officer Xplor Italy
European ABOD Representative
The Electronic Document Systems Association
How has the consumer changed?
Has less and less time!!!
........ AND less time for the various media
Hard to catch
65% of consumers feel they are bombarded with advertising not relevant to them
61% perceive that advertising doesn’t treat consumers with respect
69% are willing to pay for products and services which could help to avoid or break advertisingSources: IAB, eMarketer, AAA, EAA (collected in North America & Europe)
Don’t replace one media with another one but increase the use of all of them
at the same time
Attention please
What else where you doing when you last…? %
watched
TV
listened
to the radio
read a newspaper
used the internet
talked on the
phone
watched TV * 9 38 17 54
listened to the radio 13 * 21 16 30
read a newspaper 43 21 * 2 14
used the internet 20 17 2 * 19
talked on the phone 57 25 14 18 *
Source: Forrester Research, North American users 2004
Other behaviours
74%
68%
61%
59%
57%
Consumer Reports
Non-car companywebsites
Advice from friends
Car companywebsites
Auto dealershippersonnel
Consumers have more trust in “non corporate” sources of information
Sources of information when buying a car
Source: Forrester data
Consumers are disloyal25% of purchases in large Distribution are related to promo activities (high level of brand switching)
Consumers are emancipated and evoluted
In US 10% purchasing through web40% self-organized tourism
How have the marketers changed?
66% of marketing managers believe the advertising industry lacks innovation
91% believe innovation is the key to increase or maintain ROI
78% notice a substantial decrease in TV advertising effectiveness over the last 2 years
79% believe direct media (including new media) have the greatest innovation potential
How have the media changed?
Media - Atomization
New media don’t replace old media
Integrated Marketing CommunicationCombined and synergistic use of different communication media
“The medium is the message”Herbert Marshall McLuhan
(1911 -1980, Canadian Sociologist).
Advantages of IMC
Positioning of Direct Marketing
9
Interactive communication: direct marketing
Target microsegments or single clientsselected on behaviouractive
Media narrowcasting modeltwo waypull
Message differentiated – personalizedon demand
Feedback directimmediatecontinously monitored
Interactive communication: direct marketing direct mail
85%
82%
66%
58%
50%
42%
33%
31%
11%
2%
Direct Mail
Internet
Response Advertising
Toll Free Number
Fax
Database Marketing
Multimedia
Telemarketing
Teleselling
Other
Why paper? Why mail?
Receiving a letter and opening it is usually a pleasant moment
Who opens letters at home is usually the purchasing decision maker
A letter is tangible, stays, lasts and…. make its reader think
It is more likely for a letter to be archived and/or read by more than one person
With a letter you can create emotions and relationships
3.4 – 4.2 minutes dedicated to read a letter
35% to 49% letters have created an interest
16% to 22% letters have induced to an actionGfK Eurisko, 2007. Survay on representative sample of the italian population aged 14 and over; total 11,500 inteview
Thanks for your attention
further information:
www.xplor.it
Sources: Infotrends, DMAB, European Commission, Mintel Copermedia, DMA, Assocomunicazione, Forrester Research
