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Direct Mail: Email is fast but letter is better
Crawford Hollingworth, Market Leader, Quarter 4, 2013, pp. 44-47
This article looks into the continuing power of physical post over digital communications in direct mail.
This article looks into the continuing power of physical post over digital communications in direct mail. Response rates to letters are typically 30 times better than email and despite its additional cost, letters still account for over a third of direct marketing expenditure. The reason for its strength is likely down to greater salience and higher attention rates compared with email, which are much more easily ignored. Advice for successful slow mail is to make the envelope attention-grabbing by using blank, white envelopes and postage stamps. With the text inside, it suggests using simple language and font styles, and applying bold text and colours to draw attention to key information. Examples of direct mail campaigns are included, which highlight the benefits of personalisation and how different variables affect action.
WFA Global Marketer Week 2013: Global advertising spend & economic outlook, 2012-2014
Joseph Clift and Lena Roland, Warc Data, WFA Global Marketer Week, March 2013
A report on Warc's adspend and economic forecasts for the years ahead. The global advertising sector will expand in 2013, with overall expenditure rising by 4% year-on-year.
A report on Warc's adspend and economic forecasts for the years ahead. The global advertising sector will expand in 2013, with overall expenditure rising by 4% year-on-year. In 2012, adspend increased by an estimated 3.9% year-on-year. Forecasters agree that the global economy will continue to grow by 3.2% over 2013. The report notes regional trends in marketer sentiment and adspend. Fast-growth nations in the global south, whether from Asia-Pacific, MENA and Latin America, are forecast quicker GDP and adspend growth than that of mature markets, with Europe predicted to be the slowest-growing region. That said, overall global growth is expected to quicken in 2014, compared to the previous two years.
InterContinental Hotels Group: How personalization is driving growth
Low Lai Chow, Event Reports, Loyalty World Asia, December 2012
This article outlines how InterContinental Hotels Group adapted to changing consumer lifestyles and a demand for more personalised messaging.
This article outlines how InterContinental Hotels Group adapted to changing consumer lifestyles and a demand for more personalised messaging. A new loyalty platform, LoyaltyConnect, was established to serve as a 'centralised repository' for transactions, CRM and to allow the hotel group to segment its members. Personas were then created for the most valuable segments, so hotel staff could quickly identify those guests who should be enrolled. IHG reports that personalising messages based on segment analysis has delivered strong results.
OgilvyOne Viewpoint #11 - The enormity of email
Andy Goldman, WPP Atticus Awards, Highly Commended, 2008, pp. 16-19
In today's era, when consumers not only choose but control their media consumption, email has emerged as the rising star of direct marketing.
In today's era, when consumers not only choose but control their media consumption, email has emerged as the rising star of direct marketing. Andy Goldman discusses how email can grow from now with heatmapping techniques and encouraging the opt-in process.
Turning FMCG onto mobile: Kraft, Arla and Unilever case studies from the Mobile Marketing Forum Budapest 2008
Carlos Grande, Warc Exclusive, October 2008
Mobile marketing has often been trumpeted as a medium with enormous potential, but it has, so far at least, only had a limited impact among planners.
Mobile marketing has often been trumpeted as a medium with enormous potential, but it has, so far at least, only had a limited impact among planners. This article discusses a variety of case studies to assess how mobile can be used effectively. The first details Kraft's use of mobile - in combination with print and TV - to encourage sampling of its German coffee, where an opt-in campaign resulted in 450,000 responses from consumers. The second discusses the advent of a downloadable cookbook by Arla, which was accessed by some 80,000 people in Sweden. Thirdly, deodorant brand Lynx/Axe created a mobile campaign featuring a variety of features that could be downloaded from the web to help men in the 'mating game' - receiving 100,000 downloads in the target market of the UK, and double that number from elsewhere. Finally, a campaign for Italian gum brand Vigorsol, based around a series of embarrassing sound-effects for mobiles, recorded 500,000 registered downloads, with a greater number of users thought to have accessed the mobile features virally.
The future of research for advertising
Jane Bloomfield and Greg Nyilasy, Admap, October 2008, Issue 498, pp. 24-27
This article discusses digital advertising, in terms of what it assumes, how it works and how it can be measured.
This article discusses digital advertising, in terms of what it assumes, how it works and how it can be measured. It argues that the framework for digital fits in with the model emphasising persuasion, involvement, salience and promotion, but that each of these conceptual elements has a behavioural counterpart: explore, play, share and transact. Successful digital advertising should include elements of both sides. A study involving 600 pieces of digital creative work, 23000 online interviews and 250 brands, found that most digital advertising is, in fact, rather conservative. Current campaigns are similar to direct marketing, with low clickthrough rates. The most effect ads combine different models, and when they achieve genuine interaction, can drive consumer involvement and build strong brand relationships.
Your mobile marketing future is now
Thomas Wailgum, ANA Magazine, October 2008, pp. 76-80
Brand marketers no longer need to be convinced of the power in the mobile marketing channel. The world now has more than 2.4 billion mobile subscribers, and users have become more accepting of advertising on their phones.
Brand marketers no longer need to be convinced of the power in the mobile marketing channel. The world now has more than 2.4 billion mobile subscribers, and users have become more accepting of advertising on their phones. Wireless networks are faster, and higher 3G data-transmission speeds have made mobile Web surfing more palpable and text messaging easier. Expertise in the channel has never been higher and the devices themselves can handle almost any mobile campaign a marketer can dream up. Having a WAP site is critical and marketers need to be aware than phones now have browsers, making mobile internet a more compelling experience. Knowing your audience is key and many rules that apply to good web marketing, also apply here. In closer study, Procter & Gamble demonstrates how they approach a mobile marketing intiative.
Marry branding and response for better ad payback
Lucas Donat, Admap, May 2008, Issue 494, pp. 19-21
This article describes ROI-Positive Brand Advertising, based on the idea that branding and direct response advertising are not alternatives, but need to go together.
This article describes ROI-Positive Brand Advertising, based on the idea that branding and direct response advertising are not alternatives, but need to go together. Increasingly, direct marketers need their brand to be trusted, while brand advertisers want the accountability of measurable response. ROI-Positive Brand Advertising involves an advertising narrative building to a Call To Action (CTA) from the consumer. The advertising narrative builds emotional trust, the CTA reassures the consumer that it is safe to respond at once, and responses are fully tracked through to purchase. The approach marries the best features of traditional brand advertising and direct accountability. Two successful examples are described: eHarmony.com (an online dating company) and SouthBeachDiet,com (the website for a self help book). In both cases, techniques which supported and differentiated instead of degrading the brand led to response rates far higher than those normally achieved by direct marketing. It is argued that the intimacy achievable on the web can create close personal relationships, provided the consumer's trust in the brand is not jeopardised.
Direct mail: a premature obituary
Drayton Bird, Admap, November 2007, Issue 488, pp. 33-35
In the UK direct mail volumes have been dropping, but in 2006 the medium still accounted for 12.2% of advertising spend.
In the UK direct mail volumes have been dropping, but in 2006 the medium still accounted for 12.2% of advertising spend. Email marketing is growing fast, but is still dwarfed by direct mail, both in U.S. and UK. In the U.S. in 2006, $59.6 billion was spent on direct mail, $4 billion up on the previous year: this compares with $70 billion on TV, $12 billion online, and $1.5 billion on email. While direct mail and email rank below only personal contact (face-to-face or telephone) in terms of effectiveness, it ranks above TV, radio and press. 'Effectiveness' is here considered in terms of five factors: individual impact, creative potential, interaction, cost per message delivered, and share of voice. Email's initial advantage over direct mail has greatly diminished because it is at least as intrusive as direct mail, perhaps more; there is far more of it; it is far quicker and easier to delete and spam filters emasculate most selling messages. Direct mail will be with us a long time - not least because of the advantages of media synergy.
Will people watch advertising on their mobile phones?
Andrew Green, Warc Media FAQ, June 2007
Around one-third of the world's population now has a mobile phone, and this figure is expected to reach 48% by 2011.
Around one-third of the world's population now has a mobile phone, and this figure is expected to reach 48% by 2011. While, in many ways, mobile phones seem to be an ideal medium for advertisers, this has not proved to be in the case in reality, as both consumers and marketers have expressed some caution in the best way to develop the market. The launch of new products offering mobile users cheaper services in exchange for viewing advertising may change this, especially if these services can be effectively targeted so as to benefit both consumers and advertisers alike.
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