vad & ubi france - october `09
DESCRIPTION
Overview of DMA, and the Direct Marketing and iDirect economical impact in the U.S.TRANSCRIPT
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VAD 2009
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Neil O’Keefe– V.P. Multichannel
Segments– Formerly
• Spiegel Brands• Regal Greetings & Gifts• Hanover Direct
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Introduction to the DMA
• Global trade association• Founded in 1917• Represents more than
3,400 companies using and supporting multichannel direct marketing
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Global Reach
• DMA has established partnerships & affiliates which provide a gateway to international markets.
• As this network continues to grow members benefit from global market knowledge, best practices and skill development via access to other members and associations across 42 countries and counting.
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DMA Centers of Excellence
DMA’s Centers of Excellence Provide a Major Source of Value to Members
Advocacy Reputation
Education Research
Networking
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Education / Competitive Advantage
DMA Global Education Program– The first global direct
marketing education program providing a globally recognized level of direct marketing education
– By 2010 this course will be available in Arabic, Japanese, Spanish and Chinese and will be distributed globally
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Market Making / Networking
• Learn from the Best in the World• Annual Conference For Catalog and Multichannel Merchants
(ACCM)• DM Days New York Conference & Expo• Email Evolution Conference (EEC) – US and Europe• National Center for Database Marketing Conference &
Exhibition (NCDM)• National Conference on Operations & Fulfillment (NCOF)• Nonprofit Conference
• DMA Annual Conference– The world’s largest marketing exhibition hall– 12,000 attendees. 60% of whom are Director level
or higher, representing decision makers from Fortune 500 companies
– Market making opportunities allow your company to stay connected to customers and suppliers
– 130 educational sessions led by 350+ experts– Educational tracks help you chart your course of
study– Sessions organized by level ensures education
relevant to you
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Echo Awards
• Founded in 1928 The DMA International ECHO Awards Competition honors the world's best direct marketing campaigns– Outstanding creative– Superb marketing strategy– Excellent results.
• Today ECHO welcomes all types of media and judges over 1,000 marketers and agencies across the entire direct marketing spectrum
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Key Issues Include:– Anti-Spam– Do-Not-Mail– Data Security– Internet Taxation– On-Line Behavioral
Advertising– Privacy– Postal– Telemarketing
Advocacy/Public Policy
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Reputation / Self Regulation
• A DMA logo associated with your company’s brand conveys compliance and integrity to consumers
• DMA’s Self Regulatory Initiatives Include:– Guidelines for Ethical Business Practice– DMAchoice.org– Commitment to Consumer Choice (CCC)– Environmentally Responsible Marketer
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Market Intelligence / Research
• Benchmark your Business with DMA Market Intelligence– From DMA proprietary
research to carefully selected partner publications your company will gain a competitive advantage by benchmarking your results against global competition.
• The Power of Direct
• Statistical Fact Book
• Quarterly Business Review
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Global Direct Marketing - 2009
Global DM Advertising spend exceeds $400 billion
Video, $1.6
Telephone, $64.0Direct Mail, $174.7
Internet, $50.0
Mobile, $4.5
TV, $44.7
Radio, $7.1
Magazines, $23.0
Out-of-Home, $5.4
Newspapers, $27.8
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The POWER of Direct Marketing
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The POWER of Direct Marketing - 2010
Direct Advertising drives over $1.7 Trillion in U.S. Sales!
OTHER, $26.2
RADIO-DR, $27.7MAGAZINE-DR
TELEVISION-DR
NEWSPAPER-DR
MOBILE, $2.1
COMMERCIAL EMAIL, $26.0
DIRECT MAIL(CATALOG)
DIRECT MAIL(NON-CATALOG)
TELEPHONE MARKETING
INTERNET MARKETING (NON-
EMAIL)
$334.3
$110.5
$445.8
$458.2
$110.4
$128.7
$68.4
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$1,709
$1,952$1,738 $1,798
$2,233$11.20
$11.60 $11.60$11.70
$12.00
$0
$500
$1,000
$1,500
$2,000
$2,500
`04 `08 `09 `10 `14
$10.00
$10.50
$11.00
$11.50
$12.00
$12.50
US DM Sales US DM ROMI
Overall DM Sales and ROMI - 2010
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2010Expenditure
s
2010ROMI
Direct Marketing (DM) $153.3 $11.73
Non-DM $116.7 $5.23
Total Advertising $270.0 $8.75
DM Expenditures and ROMI
ROMI = Return on Marketing Investment
DM Advertising ROMI is 2x Non-DM!
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2010Expenditure
s
2010ROMI
Catalog $15.6 $7.3
Direct Mail (non-catalog) $29.9 $15.3
Internet $25.4 $19.9
Telephone $39.5 $8.4
Email $0.7 $40.1
DM Expenditures and ROMI by Medium
ROMI = Return on Marketing Investment
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Top 5 Growth Areas – Expenditures 2010
45.6%
15.2%11.2% 10.4%
8.9%
MOBILE INTERNETOTHER
COMMERCIALEMAIL
SOCIALNETWORKING
INTERNETSEARCH
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Internet Expenditure Growth – Percent of Direct
6.0% 14.0% 15.0% 17.0% 21.0%
2004 2008 2009 2010 2014
Internet Marketing (non-email) Total Direct MarketingSource: DMA Power of Direct 2009-2010
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“Digital” Expenditure Growth
$4.9
$10.8 $11.2
$12.2
$18.5
$0.0
$1.2 $1.2 $1.3
$2.3
$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
$16.0
$18.0
$20.0
2004 2008 2009 2010 2014
Internet Search Internet Display Internet Other Social Networking Email MobileSource: DMA Power of Direct 2009-2010
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Evolution of Direct Marketing
What’s Next?
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Council Membership - Benefits
• Members choose from one of 22 Councils
• Inside access to the latest tools in Marketing
• Councils include:– Insurance & Financial Services
– Mobile Marketing
– Search Engine Marketing
– Social Media
– Many more…
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Word of Mouth
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Consumers Engaged in Social Media
< 100
100-200
200-300
300-400
400-500
500+
Source: DMA Social Media Council courtesy of Acxiom
Friend Count
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Social Media
0% 5% 10% 15% 20% 25% 30% 35% 40%
None
Under Evaluation
0-6 months - test
6-12 months - test
12-18 months - test
Tests Underway
Core Business
Source: DMA Social Media Council courtesy of Headmix
Commercial Strategy
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Social Media High Impact
0% 10% 20% 30% 40% 50%
Internal Communication
Employee Knowledge
Training Efficiency
Customer Insight
Customer Service
Flattened Hierarchy
Improved Business Decisions
Employee Input
Vibrant Company Culture
Innovation
Source: DMA Social Media Council courtesy of Headmix
Commercial Strategy
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Measuring the Mobile Market
Sources:*Comscore/m:metrics June 2009, ** Comscore January 2009, US Census 2008 Estimate, Nielsen Mobile Media- December 2008; iLoop Mobile, Inc.
• Approximately 76% of US population has at least one mobile device
• Of mobile subscribers, 53% use text regularly
• Today 21% of mobile subscribers use their Internet browsers to access any news or info
• Those who have cut and/or do not use their landline now totals 34%
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Enhanced Mobile Devices
Source: Luth Research Survey June 2009; Comscore June 2009
Text or Internet Enabled Text and
Internet Enabled
TextOnly
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Mobile Media Usage
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total 13-17 18-24 25-34 35-54 55+
SMS
MMS
Internet
Video
Source: The Nielsen Company
Penetration by Age
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Mobile Tactics
0% 10% 20% 30% 40% 50% 60%
Customer Service Text Alert
Coupons via SMS
SMS for Sweepstakes & Contests
Banner Ads on Mobile Search Sites
Sponsored or Brnaded Content
Paid Sponsorships
Short Codes
Instream Ads During Video Programming
Sponsored third-party News and Information alerts
Banner ads on Mobile Carrier portals
Keyword Bidding on Mobile search sites
Source: Forrester – US interactive Marketing Forecast
What mobile marketing tactics do you expect to use in the next 12 months?
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Integration
Brand Development
Knowledge
Mobile Marketing
Acquisition
Innovation
Communication
Customer Service
Promotion
Internet
Direct MailSocial Media
What’s Next?
RetailBroadcast