Editor's Notes: 'Tis the Season
October is the start of an important time in this industry. Holiday marketing campaigns are getting under way, and I'm sure many of our readers are counting on those to turn their balance sheets around.
There are some good signs. In the DMA/Winterberry Group "Quarterly Business Review" of Q2 2012 (see more details in the sidebar to the right), nearly half of all marketers said that revenue driven by direct and digital marketing (DDM) increased in the quarter, and 58 percent said they expect it to increase more in Q3. Even better, 38 percent saw DDM-driven profits increase, and more than half expect them to increase in Q3.
There's also good news on the consumer spending front, as consumer spending was up in July, and many large retailers reported higher than expected revenue in their August reports. Perhaps that bump is temporary, but election years have been good for consumer spending over the past several cycles. (This goes against conventional wisdom that the uncertainty closes wallets, but see this post from Seeking Alpha for some numbers.)
So, there's some indication this holiday season could be a boon to businesses, which is excellent, because the year after the past several presidential elections have seen spending regress. Marketers need to make their strides this year.
What's your plan to drive sales through the end of the calendar year? Are you targeting holiday shoppers, or businesses that cater to them? Are you offering deep discounts, or making offers that don't compromise profits? Are your campaigns ambitious and groundbreaking, or are you doubling down on fundamentals? Send me an email or tell us on the LinkedIn group Integrated Marketing Mix, where you often can find editors from Target Marketing and Direct Marketing IQ.
DMA Annual in Las Vegas
October is also the season of DMA2012 Conference & Exhibition. In Las Vegas this year, the show is always a great opportunity to hear the newest ideas in direct marketing, get expert marketing advice and meet new contacts. If you're on the exhibit hall floor, come say "hello" at Booth 313.