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April 10, 2023© 2009 Oak Knoll LLC for The Prescott
Report . For permissions-Editor@PrescottReport.com
1
GOLDEN DOVE 2009 DM 2.0
5-6 November, 2009Budapest
International Overview: Direct Marketing and the
Media Mix: Issues and Opportunities
Charles Prescott, Esq.Editor, The Prescott Report
April 10, 2023
Agenda
• DM growth globally. Why and how? • Recession’s Impact – good or bad? • The paradigm shift in commercial
communications. Old and New dm. • And a brief tour…..
April 10, 2023© 2009 Oak Knoll LLC for The Prescott
Report . For permissions-Editor@PrescottReport.com
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3
The 45 DMA’s of the World as of October 2009
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DM Agencies --Number of countries
• Grey• Proximity• Draft• RappCollin
s• Wunderma
n• InterDirect
• 49• 48• 43• 37• 35• 33
Ad Age, 2008, except InterDirect and Proximity
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The World - 2009• Global agencies –
everywhere• EC – largest “single
market”?• Brazil, Russia, India, China• Global citizens• Hyper-media-ed• Super-consumers• Global communication • Global crises
Omnicom 1426
Publicis 60
WPP 100
Interpublic 110
Number of offices globally
Confirmed with agencies
And revenues and agencies grow…
• Omnicom• WPP• Interpublic• Publicis• Dentsu• Havas• Aegis• Hakuhodo• aQuantive• Asatsu
• 11,376• 10,819• 6,190• 5,872• 2,950• 1,841• 1,826• 1,337• 442• 430
Ad Age, 2008
$’s millions 2006
Brands
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% Change in GDP
GDP ‘09 GDP ‘10
Hungary -7.0 -1.0
Germany -4.9 +1.6
Russia -7.0 +2.5
Japan -5.7 +1.4
China +8.2 +8.5
US -2.5 +2.5
Economist 10/09
Domestic Volumes 2007-2008
World domestic volumes:
The worldwide 2008 impact of the crisis strongest in the domestic letter-post segment
Domestic parcel traffic suffered the least
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Media spends – US
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The Result?
• US mail volumes down 16% in 2009• Credit card offers down 71% Q1 08-
09• Back to the land in US and UK• Auto sales stopped, except China. • Shift to online/digital speeds up. • US coupon use up 20-30% per
month
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Coupons
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Valpak – mobile coupons
Voice Of the Consumer
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Guardian, September 30, 2009
“Internet overtakes television to become biggest advertising
sector in the UK”Record £1.75bn online spend makes UK first major economy to spend more on web ads than TV, says IAB.
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The world’s new language
0101010101010101
Digital Natives
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MARKETING 2009
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Test, test, test.
THE CUSTOMER IS IN CONTROL
• Power has shifted in the buyer/seller relationship to the buyer’s advantage
• People have more options and sources of information
• Online communities converging,will strengthen consumers more
Mobile Everywhere
Billboard, Bern, Switzerland, November 2007
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CRM
Customer Relationship Management?
Or
The Customers Really Manage
Search Engines
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True Consumer Pull
Marketing Automation – courtesy of Marketing 1by1.com
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Automatic!
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Guinness Birthday Card
http://review.tmw.co.uk/awards/casestudy.asp?cs=guinness_birthday_07&l=1
JAPAN
• 127 million• Slightly larger than CA• Wealthy “grey generation”• 114 million mobile phones• 76% use Internet• Catalogs-number 2 pp• Sophisticated infrastructure• New privacy law clouds legality of existing lists
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Rakuten
・ Gourmet・ Wine・ Hair Dye
JAPAN – Internet and mobile
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•20s Mobile phone access 62.6%• PC access 52.7%•Female users 70% used a mobile phone in 2006 to order.
Viceroy
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VWLifestyle Cars Twitter, Web, Facebook
IndiaFAME X FACTOR – THE HERMIT Echo-Bronze 2007
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Some resources
• www.marketingprofs.com lots of webinars
• www.dmnews.com-specialized e-newsletters
• http://directmag.com/ all media, webinars• http://multichannelmerchant.com/ • http://www.guardian.co.uk/media/advertis
ing• www.PrescottReport.com document
library and blog; newsletter
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Last Message
www. Prescottreport.com/document- library
Our Thanks To -
• Bart Vervinckt-Brady (Seton)• Naoki Nakashima-Japan Post • Brian Mdluli – South Africa DMA• Lisa Watson – Singapore DMA• Efraim Kapulski – ABEMD, Brasil• Andre DelBecq-France• Zafer Toker – Mir Knigi• David Turchetti – 21
Communications• Mary Teahan – Proximity Argentina• Andre Bodowski – IMP• Paul van Lil – Belgium• Georges van Nevel – Ghent• Lucy Morris – Tullo Marshall Warren• Andre Potdevin- B&F Germany
• Renata Paiva – Ogilvy Brasil• Stephen Prescott-1KulGuy• Emmanuel Stern – OneDirect• Marc Pouw-Belgian Post
International• Sreedhar Subramaniam –
Malaysia DMA• Gabrielle Chou-Acxiom China• Marc Lolivier – FEVAD• Didier Farge-SNCD• Alastair Tempest-FEDMA• Finn Thomsen-Danish DM
Klub• Pieter v den Busken-
Interdirect
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Thank You
Charles A. PrescottOak Knoll LLC
7 Hastings CourtSouth Salem, NY
10590 USA+1.914.533.0208
M. +1.914.714.0566Editor@prescottreport.com
www.prescottreport.com
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Magazines. André Potdevin
B&F - Brüggemann und Freundeandre.potdevin@bfbo.de
India Fund-raising
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Report . For permissions-Editor@PrescottReport.com
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Super Database?Then Super-Personalize
Super Database?Then Super-Personalize
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Take the Temperature-Braun-Gillette
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BRAUN: Take the temperatureHeadline:
Place your hand in this outline.
Subhead:Get a medically exact measurementinside – in a matter of seconds, for free.
37 or 39ºC body temperature?The shop window tester with heat sensitivecoating invites consumers to measure their temperature for free in the pharmacy.
Brazil
a
SIMON SENASSOCIADOS
9
ABEMD INDICATORS
Source: Simonsen Associados, companies interviewed
b - billionm - million
Gerdau
INDIA – the Raj is dead…
China is trying to combine a
market economy with a
Leninist one-party –dominated
state . India is combining full
political democracy with the
task of rapid capital
accumulation.
Lord Meghnad Desai, FT,
January 26, 2007
China is trying to combine a
market economy with a
Leninist one-party –dominated
state . India is combining full
political democracy with the
task of rapid capital
accumulation.
Lord Meghnad Desai, FT,
January 26, 2007
CHINA - State of DM Fundamentals
• Data• Media channels• Direct Payments• Legal Environment• Players
Trend: C to C Booming
• Control of destiny : from the unemployed to the ‘entrepreneur at heart’ CtoC model is an economic enabler for entrepreneurs
Mobile Marketing is Big21 Communications
Johnson & Johnson Vision强生视力保健
Mobile Banner Ads手机广告横幅
Mobile Coupon
手机优惠券
Viral Marketing
病毒性营销Send m-coupon to friends发送手机优惠券给朋友
User-Generated Content用户创建内容
Malaysia
Greatness in any language – Malaysia
SOUTH AFRICA
Argentina…
Banco Privado-Echo 2006-Testing orthodoxy
PERU
Peru-Gold-Wong Best Clients
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