The marketing industry “must continue to improve its creative approach and use of data to ensure that direct mail remains relevant and of interest to consumers” to avoid being seen as junk mail, according to Chris Combemale, executive director of DMA. Combemale’s warning comes off the back of the news that half of all letters delivered by Royal Mail are marketing communications. He adds: “Poor consumer insight leads to junk mail, which is bad for business. Cutting out unnecessary direct mail marketing will help to not only change consumer perceptions but also improve companies’ return on investment.”
What the most influential players in the advertising, branding and marketing industries think will be the next big marketing trend: For our coverage of this year’s Cannes Lions International Festival of Creativity, PSFK reached out to some of the idea industry’s most influential and experienced men and women in order to measure the sea change over the last year. Here we’ve collected the thoughts of these experts on how to navigate this change within the worlds of advertising, branding and marketing.
The floor at a DMA convention has a greater collection of direct marketing experience and talent than just about anywhere else in the world. I didn't make it into as many sessions this year as I have in years past, but I spent a lot of time on the floor talking to exhibitors and marketers. Some trends certainly emerged form those conversations. I have no hard data to back these impressions up, but this is what I heard on the floor.
In this age of global business, engaging only one nation’s consumer base is a sure way to plateau revenue and growth. Customizing your website to suit the linguistic needs of each international market can result in significantly increased Web traffic, as well as increased revenue per order and improved international brand recognition.
An increase in mobile opportunities, the death of the digital agency and targeted online display improvements are just three of 10 digital marketing trends Bruce Biegel discussed at a recent Direct Marketing Club of New York luncheon.
Renée Frappier from PacNet Services discusses business opportunities in the international market with Target Marketing's Heather Fletcher during DMA08 in Las Vegas, Nev.
(June 23, 2008) - Melissa Data, (www.melissadata.com), a developer of high-performance mailing technology solutions, announced today that the company has published The Melissa Data Guide to International Address Formats - a single source of comprehensive information about international addressing for over 140 countries and territories, including examples of postal code and address formats. The Guide's compact size makes it a handy desktop reference and free updates are provided online so companies can keep pace with postal changes that affect the way international mail is delivered.
China Post boasts a long history, with more than 3,000 years of national post, more than 500 years of private post and more than 100 years of contemporary national post. But still today, the concept of “post office” for this organization is very different than that of the USPS. For example, China Post is also one of the largest banks in the world. And while its customers have one of the highest savings rates globally, Chinese consumers physically go to their local branches to make remittances for other banking services. In the midst of a rapidly emerging marketplace, China Post sought to create
The potential in the global marketplace is huge. By 2007, 1 billion people will have access to the Internet; 70 percent of these people will speak a language other than English. In fact, there currently are 128 million Chinese-speaking Internet users alone. This number is predicted to double within the next five years. Studies show these Internet users are just like the rest of us: They heavily rely on Web sites in their native language to perform most tasks. What does this mean for marketers trying to reach these markets via the Web? Something many companies are not paying enough attention to: localization. To reach non-English
Question: What tactics should international direct marketers employ to maintain the integrity of global data? Answers: • Seek resources and expertise specifically addressing the complexities of international data. This can include training your in-house data capture staff on the particular details of international data, using industry experts and resources to improve data capture and data management practices, and/or working with suppliers that have significant experience with international data. • International data often contains foreign accent characters, diacritics or local-language text characters that are not supported by most domestic computer systems. Be aware of the large number of different international data encoding standards that exist to store this information,