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Over there European trends in direct marketing and customer management Rosemary Smith and Jenny Moseley.

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Presentation on theme: "Over there European trends in direct marketing and customer management Rosemary Smith and Jenny Moseley."— Presentation transcript:

1 Over there European trends in direct marketing and customer management Rosemary Smith and Jenny Moseley

2 Macro trends Last month WPP boss Sir Martin Sorrell said direct marketing and digital could provide one third of the company’s earnings in the next five to ten years. "The two critical strategic opportunities for our clients, media owners and ourselves... could be glibly described as China and the internet."

3 Macro trends: Online growth

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5 Daily internet users in selected European countries Proportion who use the internet, the world wide web or for personal use every day Source: European Social Survey/nVision Base: 2,000 per country aged 15+

6 Macro trends: Online growth

7 UK Online Advertising Expenditure Source: AA, DMA Research Centre, 2006 £ millions

8 Macro trends: Changing Mobile v landline balance China already has more mobile phone users than the entire population of the United States….the number of mobile phone users in China is expected to top 440 million this year. That's a third of the Chinese population.number of mobile phone users in China is expected to top 440 million this year

9 UK direct marketing expenditure on text messaging Source: Mobile Data Association. DMA Research Centre, 2006 £millions

10 Source: DMA Research Centre, 2006 Total UK Direct Marketing Expenditure 2005

11 Macro trends: Postal service developments EU Letter Post Market revenue 54 million Euros (2004)

12 Pricing in proportion

13 Macro trends: major supplier consolidation

14 Macro trends: Privacy

15 Changing challenges? Customer churn Multi channel access “I want it now” customer requirements New mobile generation Information overload Data savvy/careful consumers

16 Winning ways? Loyalty programmes to manage churn Multi channel delivery 24/7 customer service via outsourcing Instant messaging to the mobile jockeys Better analysis and data management to prevent overload Permission based marketing

17 Consumer attitudes to Europe

18 Young more positive about interactive communications Source: DMA (UK) Participation Media 2005 Base: 1065 diary respondents Strongly agree/agree with the statement “I prefer or online communications to printed information ”

19 Consumers careful about brand relationships Strongly agree/agree with the following statements Source: DMA (UK) Participation Media 2005 Base:1835 in 2005/ 762 in 2004

20 Good service means personal touch Source: DMA (UK) Participation Media 2005 Base:1835

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22 The demand for 24 hour service, by country Source: ‘Changing Lives in Europe’, nVision Base: 1,000 per country aged 15+, 2005

23 Source: DMA (UK) Participation Media 2005 Strongly agree/agree with the following statements 2004Base:762 respondents Word of mouth increasingly important

24 New Direct Consumer Types? Hectic are the largest group, often too busy to respond well to communications but most open to companies. Their most positive response is to TV/radio advertising and printed media Relaxed are the oldest group and also the most reserved about giving out personal information. More likely to respond to companies they already deal with, they respond best to printed media such as door drops and direct mail

25 New Direct Consumer Types? Healthy/active are the youngest group and also the most responsive to direct communications. This group responds particularly well to new forms such as s and mobile messaging. Mainly women and mature families, Organised are the second most responsive group to direct communications although they are also less trusting of companies. Balanced consumers are also older/retired but predominantly men. They are particularly responsive to direct mail, door drops and inserts.

26 Quality of information is equally sought by all, older groups prefer personal touch and speed is crucial for the young Source: DMA (UK) Participation Media 2005 Base:1835 respondents

27 Sectors using direct mail Source: DMA (UK) Participation Media 2005 Base: 1065 diary respondents 1243 direct mail recorded Proportion as percentage of overall volume of all direct mail received

28 Sectors using Source: DMA (UK) Participation Media 2005 Base: 1065 diary respondents 320 s recorded Proportion as percentage of overall volume of all s received

29 Proportion as percentage of overall volume of mobile messages received Sectors using mobile messaging Source: DMA (UK) Participation Media 2005 Base: 1065 diary respondents 90 mobile messages recorded

30 Other DM Trends in the UK Growth in loyalty/relationship management but is it slowing?

31 Canny Consumers Compare Cards

32 Other DM Trends in the UK Segmentation of grey market

33 50 is the new 65!

34 Other DM Trends in the UK Green issues bubbling under

35 DMA taking tree-emptive action

36 Other DM Trends in the UK Universes shrinking because of privacy concerns

37 UK Electoral Roll Opt-out

38 DM Trends in the UK Significant outsourcing

39 Outsourcing image problems

40 Quality is key to satisfaction India Call Centre Staff In Sex Romp Shocker Anybody who has ever wondered what Indian call centre operatives get up to between harassing angry British Telecom punters about overdue bills and then selling their personal details to the highest bidder may be surprised to learn that they blow any call-free moments indulging in torrid rumpy-pumpy with fellow headset jockeys. According to a revealing report on India Times call centres are slowly becoming hubs where inter- personal bonding takes place. And it comes as little surprise that many also give vent to their sexual urges in the office space. Source

41 India’s loss, South Africa’s gain…. …research by market analyst Datamonitor reveals the number of call centre agents based in Africa will continue to lead global growth through South Africa remains a dominant and ever- maturing market for contact centre outsourcing services, especially in the area of value-added functions. Datamonitor June 2006

42 Questions? © 2006, no part is to be reproduced without written permission from the authors


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