Econonmics of Direct Marketing

Evolving Economics of Direct Marketing Jerry Cerasale - DMA Joe Schick – Quad Graphics Stephanie Jackson - Zinio David Miller – Yahoo Neil O’Keefe - DMA The Power of Direct: Relevance. Responsibility. Results.

Evolving Economics of Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

History of Catalogs and Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

History of Catalogs and Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Change in Budgets: 2008 to 2009 Source: 2009 Response Rate Report 30% 7% 63% Email 30% 47% 23% Catalog 30% 11% 60% Search 25% 8% 67% Internet 52% 6.5% 42% Mobile Same Decrease Increase Channel

Printing Modifications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Jerry Cerasale Sr. V.P., Government Affairs, DMA

Postal Rate History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Postal Rate Setting ,[object Object],[object Object],[object Object],[object Object],[object Object]

Postal Rate Setting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Changing Role of PRC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summer Sale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summer Sale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summer Sale ,[object Object],[object Object],[object Object]

Summer Sale ,[object Object],[object Object],[object Object],[object Object],[object Object]

Email / Can SPAM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Other Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Joe Schick Director of Postal Affairs, Quad/Graphics, Inc.

Reducing Postal Costs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reducing Postal Costs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And Adding Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And Adding Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And Ensure the Long-Term Viability of the USPS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Stephanie Jackson Senior Manager, Strategic Marketing Solutions, Zinio Systems

Factors impacting Direct Marketing Channel Distribution

Logistical (cost) ,[object Object],Percentage of Cost attributed to various Print Production Efforts Source: PPA

Environmental ,[object Object],55% of Companies Have already planned strategies to Go Green to increase their profitability* *Harris Interactive ,[object Object],[object Object],The Reality The Result

Generational ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Technological ,[object Object],Paper / PC Mobile Flex-Mobile Flex-Display Foldable ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Use of Multiple Channels Increases Response

Print to Mobile Interaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online/Digital to Print Interaction ,[object Object]

Print to PURL ,[object Object]

David Miller Senior Director, Product Management for Ranking, Pricing & Optimization, Yahoo! Sponsored Search

Agenda ,[object Object],[object Object],[object Object],[object Object]

Search Marketing ,[object Object],[object Object],[object Object],[object Object]

Yahoo Search Commands a Large and Attractive Global Audience ,[object Object],[object Object],[object Object],*comScore Media Metrix 2.0 January 2009. **Forrester Research, Understanding the Marketing and IT Relationship, March 2009.

Search Marketing as a DM Complement all Targeting www Search Campaign Performance Web Analytics Testing/Refinement Performance-Based Automation Multi-Channel Customer View www 1 www 2 www 3 Testing/Refinement Mail Stores Phone Email Communication Sequencing Contact Strategies Testing/Refinement Search Marketing Display ad Web Blogs Forums Contact Strategies +

Example 1: Drive Search Traffic to Your Site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Offline Marketing Cycle Time: 6 mo ?? Cost: >$10,000s ?? Search Marketing Cycle Time: 1 week Cost: $100s Testing Testing

Targeting Examples Temporal Time of day Day of week Demographic Gender Age Geo Country State DMA City Zip

Example 2: Target & Customize Experiences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Possible Future of Search Marketing + DM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Previous click Previous conversion Current prospect Current customer Possibilities for ‘ Different ’ Possibilities for ‘ Specific ’

Discussion and Questions & Answers The Power of Direct: Relevance. Responsibility. Results.

Econonmics of Direct Marketing

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