l watson for world mail & express - challenges in direct mail in singapore 15-ooct-2014
DESCRIPTION
Key challenges and trends in direct mail in Singapore in 2014TRANSCRIPT
Challenges in Direct Mail in Singapore
Lisa WatsonChairman, Direct marketing Association of SingaporeCommercial Business Development Manager, HP GSB APJ
About DMAS
Formed in 1983 (our 31st year!)
DMAS consists of the main Association + 6 special-interest Councils• eMail Marketing Council
• Mobile Marketing Council
• Direct Mail Council
• Data Council
• Social Media Marketing Council
• Search Council
Main activities:• Monthly seminars & networking events (SoundBites)
• Data Protection Legislation
• Executive Briefings
• Consumer Affairs & Government Liaison function
3
Trends
We’re Caught Between Eras
4
1990s 2010s
5
Traditional Media Channels Remain Strong
6
PwC
TV
Newspaper
+
2012
66%2017
62%
10
Smartphone penetration varies by market development
AC Nielsen, Nov 2013
87 8780
75 71
49
2318 15
7264 62 60
13 1320
25 29
51
7782 85
2836 38 40
Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines UK France Germany US
Smartphone Non-Smartphone
DEVELOPED ASIA DEVELOPING ASIA EUROPE US
List of countries by number of mobile phones9 of top 20 in Asia
13
Impact
Time spent by Medium
47.1%digital
Ad Spend by Medium
Asia!28.6%digital
16
17
2 January 2014
2 July 2014
2 January 2014
18
2 July 2014
21
relevance
23
There’s Progress
Marketers Are Moving from VOLUME to VALUE
Mass Communication
VOLUME
Personalization & Customization
VALUE
The RIGHT CustomerThe RIGHT ProductThe RIGHT Channel
The RIGHT TimeThe RIGHT Message
Share a Coke in Japan World cup promo
29
30
US DMA 2012 Response Rate Report
30x RR
ROI = ROI
A Surprising User of Direct Mail!
34
37
Trends