Direct Marketing

mls - merlo

Trend of the italian list market

Comparison

Comparing 2016 vs 2000 we can study the trend of the Italian list market.

What’s new since 2000 ?

The boom of internet

Who’s has been downsized ?

Publishers and mail order houses. The catalogue was the symbol.

Postal address market and consequently agencies and listbrokers.

Who are the new players ?

Corporates with strong knowledge and money to invest, used to externalise services, soldi da investire, accostumed externalise services and paying taxes abroad.

Micro-Businesses moving from retail to the e-commerce.

How new players are evolving ?

Corporates diversificate theirs offers :

1. Incorporating exisitng activities so becoming as commercial mall.

2. Opening shops ( model click & mortar). Micro-businesses transfer ecommerce management to marketplaces. There are indipendent niches that have visibility through google .

What about the list market in this background ?

Supplies of postal addresses have ceded market share to e-mail marketing.

0,20 € each postal address from a cold list.

from 0,008 to 0,02 € each e-mail coming from a cold list.

Consequences

Quality of database marketing is going down. From survey, like marketing research, now many marketing lists come from online forms that capture weak

information. Profiling is built more sneaky using cookies, retargeting and the idea of big data crossing any information.

Increase the use of ad block , robinson lists, the use of secondaries email. The new European data protection law will require optin regime , a non ambiguous informative concerning

every kind of data that can identify a person.

Is Spam a tip of iceberg ?

In the name of semplicity. In the name of cheap costs. In the name of the opportunity to pay per lead . (cpl ) o (cpa).

Now are common these words : bounced, web reputation e spam.

That is to broadcast messages often repeated to segments completely

Conclusion

Corporates take advantages . Consumers can exploit many e-shops

opportunities. Impoverishement of database marketing

and professionals. Intrusive advertising : email and banner. Data protection tends to become stricter :

Opt-in.

Marco Merlo – MLS - mlslist@mlslist.it