1. DMA Digital Tracker – Inaugural Report Paul Seabrook – fast.MAP May 2010

2. Background  For marketers, the digital landscape is one of the broadest mediums available  It’s a truly direct medium with marketing messages delivered to people’s desktops, mobile devices, home PCs and in the work environment  The landscape is changing rapidly. Social networking has grown exponentially and provides marketers with new challenges as consumers become more selective and savvy at ad avoidance  But we live in a society where consumers demand choice, value, information and engagement  We know the hard stats from the ISPs, the networking sites etc and we might know responses from campaigns you have delivered, but what are consumers thinking and what is it that makes them respond and engage

3. Methodology  17 questions were submitted via a self completion online survey to fast.MAP’s nationally representative Consumer Voice panel  Sample size = 1,860 (statistical confidence +/- 1.4%)  Field work 1 st – 6 th April 2010  Results re-weighted by age and gender  Panellists were incentivised by £250 prize draw

4. What people like to hear about

5. Pass it on…

6. Which industries are good at emailing?

7. Which brands are good at email?

9. Recall of how many emails received

10. How much are of interest?

11. What happens next?

12. What is considered to be Spam?

13. Where do people normally receive their emails?

14. Time spent on email

15. Current relationships

16. Social networking

17. Time spent on these sites each week – for social purposes

18. Social and Business mix

19. Passing marketing messages on in this space

20. How and why do people share and engage?

21. Reaching people on the move

22. So, where are we now?  The medium of direct communication has grown exponentially through technology advances and because it works – 85% will be prompted into positive action  But marketers and practitioners should see plenty of room for improvement as with all the sophisticated tools, segmentation, targeting etc consumers are still saying we’re not doing well enough with nearly two- thirds saying they find less than 10% of emails interesting  The key principles of Direct Marketing still apply, right person, right time, right message, right offer  Consumers that can be engaged are then compelled to pass it on via their social networks  Get it all right and it will drive sales

23. Final thoughts before we see the next wave:  Use the digital landscape not just for the final communication  Test online beforehand to get the message, targeting, relevance and offer right  Profile hand-raisers to learn in real-time  Use tools such as Silverpop’s Share to Social which can help identify your most valuable brand influencers  Engagement is critical. Listen as much as you broadcast and deliver accordingly

24. Thank you