Transcript Direct Mailings I - Den direct marketingu 2014

Direct Media
Reports
2012/2013
It´s really true:
Dialog Marketing works
Anton Jenzer,
President Dialog Marketing Association Austria
Founder and owner Anton Jenzer Consulting GmbH
21.2.2012
Prague, 31thDMVÖ
March Präsidium
2014, DMVÖ
– Anton Jenzer
direct media
report :
consumer and
experts insights
Anton Jenzer,
President Dialog Marketing Association Austria
Founder and owner Anton Jenzer Consulting GmbH
21.2.2012
Prague, 31thDMVÖ
March Präsidium
2014, DMVÖ
– Anton Jenzer
The unaddressed advertising folder/ leaflet – popular,
but with 22 units per week for many „too much“ already.
Estimation of the amount of weekly incoming unaddressed advertising mail
40,0%
n=883
Average: 22,4 pieces
Median: 20,0 pieces
32,8%
26,4%
n=883
Average: 1,88
14-19 y.o.: 35,4%
20-29 y.o.: 35,6%
30-39 y.o.: 34,3%
0,6%
Zu viel
Too
many
Viel
Many
Angemessen, gerade
Adequate,
just right
richtig
Wenig
Few
0,2%
Zu wenig
Not
enough
(Base: Respondents are between 14 and 69 years old and receive unaddressed advertising)
And how do you feel about the amount of unaddressed advertising mail you receive each week? [...]
Prague, 31st March 2014, DMVÖ – Anton Jenzer
The leaflet II:
The reading rate is far higher than often assumed.
Reading of catalogues / flyers …
65,6%
Advertising waiver
sticker:
18,1%
n=883
21,6%
12,8%
Male: 16,0%
Female: 9,8%
I normally
throw
it in the trash
without
Ich
werfe sie
normalerweise
gleich
in den
Papierkorb,looking
ohne sie anzusehen
I read
the leaflet / flyers flüchtig Ich
I look
at the
/ leaflets usually
Ich schaue
die Prospekte/Flugblätter
schaue
diebrochures
Prospekte/Flugblätter
in der
Regel
genauer
ondurch
the fly
in more
detailan
(Base: Respondents are between 14 and 69 y.o. and receive anaddressed advertising)
How much do you read brochures / leaflets …
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Direct Mailings I:
A pleasant extent of Direct Mailings.
Estimation of the amount of weekly incoming Direct Mailings
53,9%
n=1.006
Average: 6,0 pieces
Median: 2,0 pieces
Time that is spent with reading /
looking through of Direct Mailings
35,6%
39,8%
n=719
12,5%
9,0%
3,1%
n=856
Average: 2,51
Ein
paar
Eine
A few
Half halbe
up to
Sekunden
bis
Minute
seconds. 1 1
minute
19,4%
2 bis
2
to 44
Minuten
minutes
5
5 bis
to 10
10
Minuten
minutes
Länger than
als
Longer
10
Minuten
10 minutes
18,6%
7,7%
0,5%
Zumany.
viel
Too
Viel
Many.
Angemessen,
gerade
Adequate, just
right.
richtig
Wenig
Few.
Zu wenig
Not
enough.
(Base: Respondents are between 14 and 69 y.o. and receive direct mailings.)
And how do you feel about the amount of direct mail / personally addressed advertising mail you receive
each week? [...]
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Direct Mailings II:
Incentives increase the interest.
The prospect of a gift increases the chance that you open direct mailings and look it
through …
40,7%
n=856
Average: 2,19
25,9%
22,3%
11,1%
Ja,
aufdefinitily.
jeden Fall
Yes,
Ja,
eher
schon
Yes,
more
so.
Nein,
weniger
No, eher
not usually.
Nein,
keinen
Fall
No, auf
definitily
not.
(Base: Respondents are between 14 and 69 y.o. and receive direct mailings)
Increases the prospect of a gift like a free sample or a comparable addition [...] the chance that you open a
direct mailing / a personally addressed direct and see it through?
Prague, 31st March 2014, DMVÖ – Anton Jenzer
E-Mail I:
Newsletter frequency – for 40% too much already!
Estimation about the amount of weekly incoming eMail Newsletter
40,7%
n=1.006
Average: 24,9 pieces
Median: 10,0 pieces
28,8%
28,5%
(Averages)
n=927
Share deliberately subscribed E-MailNewsletter
47,0%
Share unsolicited E-Mail-Newsletter
53,0%
(Averages)
n=927
Share Newsletter, that You open
44,1%
Share Newsletter, that You delete
unread
55,9%
n=927
Average: 1,92
1,9%
Zumany
viele
Too
Viele
Many
Angemessen,
gerade
Adequate,
richtig
just
right
Wenige
Few
0,1%
Zu wenige
Not
enough
(Base: Respondents are between 14 and 69 y.o. and receive E-Mail Newsletter
And how do you feel about the extent of the e-mail newsletter that you receive each
week? […]
Prague, 31st March 2014, DMVÖ – Anton Jenzer
E-Mail II: Positive, trendy, but annoying as well.
Top-2-Box: rated with "fully applicable to/ rather applicable" (5-point Scale)
53,1%
Zeitgemäß
Trendy
40,9%
Nervig
Annoying
Useful
Nützlich
31,6%
31,1%
Effizient
Efficiient
30,3%
Interesting
Interessant
Competent
Kom petent
21,7%
Sym
pathisch
Sympathic
20,2%
Entertaining
Unterhaltsam
20,1%
Credible
Glaubwürdig
19,9%
High-quality
Hochwertig
Serious
Seriös
Shows appreciation
Zeigt Wertschätzung
17,1%
n=1.006
16,7%
13,7%
(Base: Respondents are between 14 and 69 y.o.)
To what extend do the following statements and features apply to the advertising
channel E-Mail Newsletter in your opinion?[…]
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Mixture of the samples:
Base
415
in %
Male
247
59,5%
Female
168
40,5%
20 - 29 years old
44
10,6%
30 - 39 years old
94
22,7%
40 - 49 years old
133
32,0%
50 - 59 years old
113
27,2%
60 years or older
31
7,5%
Owner
47
11,3%
Upper Management (e.g. executive board, head of department, managing director)
89
21,4%
Mid-senior level (e.g. deparment management)
120
28,9%
Lower management (e.g. group management)
75
18,1%
Employee
84
20,2%
Gender
Age
Position
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Direct Media Channels in comparison:
Consumers vs. Experts insights
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Advertising channels where the weekly advertising is
perceived at a most pleasant degree:
Consumers
Experts
For Consumers most pleasant advertising
channel regarding advertising degree
Rated „adequate, just right“
53.9%
Direct Mailing
(n=856)
Direct Mailing
(n=856)
Facebook
Werbung
auf (n=673)
Facebook (n=673)
E-Mail
Newsletter (n=927)
E-Mail-Newsletter
(n=927)
34.0%
28.5%
Direct
Mailing
Direct
Mailing
Leaflet
43.5%
30.9%
Prospekt
20.4%
E-Mail
E-Mail-Newsletter
Newsletter
n=333
Leaflet (n=883)
Prospekt (n=883)
26.4%
Werbung auf Facebook
Facebook
Prague, 31st March 2014, DMVÖ – Anton Jenzer
5.1%
Personal approach, goodies & customization are crucial
for the high acceptance.
Reasons why the amount of direct mailings is most pleasant perceived
64.0%
Direct Mailings
sind persönlich
adressiert
Direct mailings
are addressed
personally
Direct Mailings
bieten
oftgoodies/vouchers/other
Goodies/Gutscheine/sonstige
Vorteile
Direct mailings
do often
offer
benefits
48.6%
Direct
Mailings
bieten
genau auf den Kunden zugeschnittene
Werbung/Informationen
Direct
mailings
offer
advertising/information
exactly tailored
to the customer
48.6%
Direct
mailings
appreciation
towards
thedem
customer
Direct
Mailingsshow
zeigenmore
stärker
Wertschätzung
gegenüber
Kunden
39.6%
30.6%
Direct
Mailings
sind
hochwertiger
Direct
mailings
are
high
quality
22.8%
ist verglichen
den anderen
Kanälen
Direct
Mailingsmailings
geringer
Extend inWerbeausmaß/-druck
advertising is compared
to themitother
channels
evenbei
less
in direct
n=333
Sonstige Gründe
Other reasons
5.4%
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Media with the lowes trash-rate:
Experts
Consumers
Medium with the lowest trash-rate
Rated with „I read flightly or more precisely“"
Prospekt
(n=883) 21.6%
Leaflet
(n=883)
65.6%
Direct
Mailing
(n=856)
Direct
Mailing
(n=856) 25.1%
58.9%
(n=927)
E-MailE-Mail-Newsletter
Newsletter (n=927)
9.3%
59.4%
87,2%
84,0%
68,7%
63.1%
Direct
Mailing
Direct
Mailing
E-Mail-Newsletter
E-Mail
Newsletter
14.4%
Prospekt
Leaflet
13.5%
n=333
Social media/Facebook
(n=673)
Social Media/ Facebook
(n=673)
20.4%
43.9%
Lese
genau
precisely
64,3%
WerbungFacebook
auf Facebook
advertising
Lese
flüchtig
volatile
Prague, 31st March 2014, DMVÖ – Anton Jenzer
9.0%
The comparatively low trash-rate surprises the experts
especially regarding leaflet.
Top-2-Box: rated with„surprises me very much" and „surprises me more"
(4-point scale)
36.9%
Prospekt
Direct Mailing
Mailing
Direct
18.6%
n=333
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Average time that consumer spend reading
or reviewing advertising
.
Consumers
Experts
Rated with „Longer than 1 minute"
Rated with „Longer than 1 minute“
60.0%
Prospekt (n=770)
Leaflet
(n=770)
Direct Mailings
(n=719)
55.4%
Direct Mailing (n=719)
Direct
Mailing
Direct
Mailing
54.4%
52.3%
Leaflet
Prospekt
n=333
E-Mail Newsletter
E-Mail-Newsletter(n=895)
(n=895)
38.9%
E-Mail
Newsletter
E-Mail-Newsletter
Prague, 31st March 2014, DMVÖ – Anton Jenzer
13.2%
Reasons for the shorter period of dealing with
E-Mail newsletters:
Experts
Due to the higher
peculiarity
Durchfrequency
die höhere the
Frequenz
entfällt is
dieeliminated
Besonderheit
65.8%
63.1%
Können
gelöscht
werden
Can
be leichter/schneller
deleted more easily
/ faster
Direct
Mailings
convey
a more
personal approach
Direct
Mailings
vermitteln
eine persönlichere
Ansprache
46.8%
Often seem
Wirkeninterchangeable
oft zu austauschbar
40.5%
Adjuncts
can
not be
touched,
due
to this
of dealing ist
with
is shorter
Beigaben
können
nicht
angefasst
werden,
dieperiod
Beschäftigungszeit
dadurch
kürzer
31.2%
Direct Mailings sind angenehmer zu lesen
Direct Mailings
are more pleasant to read
30.9%
Content
of direct
mailings
can auf
be einen
seenBlick
at aersichtlich
glance
Inhalt
ist bei Direct
Mailings
28.5%
n=333
27.3%
Direct
Mailings
be stored
back
hand
more easily
Direct
Mailings
könnencan
leichter
abgelegtand
und taken
nochmals
zur on
Hand
genommen
werden
Sonstige Gründe
2.7%
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Share of E-Mail Newsletters received that are deleted
unread:
64.3%
55.9%
Konsumenten (n=927)
Consumers
(n=927)
Experten (n=333)
Experts
(n=333)
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Reasons, why Newsletters are deleted and not cancelled:
Unsubscribing
tooumständlich
circularely
Abmeldung zu
66.1%
60.4%
Künftige
relevante
Inhalte
Future
relevant
contents
23.4%
Abmeldefunktion
unbekannt
Unsubscriptions
functions unknown
Unsubscription
options unknown
Abmeldemöglichkeit
unbekannt
Other
reasons
Sonstige
Gründe
9.6%
3.9%
n=333
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Most credible advertising channels:
Consumers
Experten
Advertising channel with the highest credibility
Credibility: Top-2-Box: rated with
„fully applicable to & rather applicable to"
28.1%
Mailing
Direct Direct
Mailing (n=1.006)
Direct
Mailing
Direct
Mailing
55.6%
(n=1.006)
25.5%
Prospekt
(n=1.006)
Leaflet
(n=1.006)
E-Mail Newsletter
(n=1.006)
E-Mail-Newsletter (n=1.006)
Social
MediaMedia
Marketing
(n=1.005)
Social
(n=1.005)
19.9%
16.4%
29.7%
Prospekt
Leaflet
Social Media
Marketing
11.4%
Social Media Marketing
E-Mail-Newsletter
E-Mail
Newsletter
3.0%
n=333
Marketing
(n=1.005)
MobileMobile
Marketing
(n=1.005)
13.2%
Mobile
Marketing
Mobile
Marketing
0.3%
Prague, 31st March 2014, DMVÖ – Anton Jenzer
That future advertising via digital channels overtakes
analogue advertising in terms of credibility, only believe
almost 12 percent.
Development of credibility
47.7%
40.5%
n=333
11.7%
Werbung
überon
analoge
Kanäle
wird auch
Advertising
analog
channels
will in
Zukunft größere
Glaubwürdigkeit
be attributed
greater
credibility than
zugeschrieben werden als digitalen Kanälen
digital channels also in the future
Werbung über
wirdadvertising
Werbung über
Kanäle
Advertising
onanaloge
analog und
anddigitale
digital Kanäle Zukünftig
In the future
via digitale
digital will
werden
Zukunft
in etwa
Glaubwürdigkeit
zugeschrieben
channels
willinbe
felt about
thegleich
same
begrößere
attributed
higher credibility
than via
glaubwürdig empfunden werden
werden als analogen Medien
credible in the future
analog media
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Most annoying advertising channels:
Consumers
Experts
Annoying: Top-2-Box: rated with
„fully applicable to & rather applies to"
Advertising medium with the highest potential
to annoy
Mobile Marketing
(n=1.005)
56.0%
Mobile Marketing (n=1.005)
Social Media Marketing
(n=1.005)
Social Media Marketing (n=1.005)
E-Mail Newsletter
E-Mail-Newsletter
(n=1.006)
(n=1.006)
Leaflet
Prospekt (n=1.006)
45.3%
Mobile
Marketing
Mobile
Marketing
39.3%
30.9%
Werbung Facebook
auf Facebook
advertising
40.9%
35.9%
(n=1.006)
23.4%
E-Mail-Newsletter
E-Mail
Newsletter
Prospekt
Leaflet
4.2%
n=333
Direct Mailing
(n=1.006)
Direct Mailing (n=1.006)
31.7%
Direct
Mailing
Direct
Mailing
Prague, 31st March 2014, DMVÖ – Anton Jenzer
2.1%
Advertising channel, which the consumers will miss most:
Consumers
Experts
Top-2-Box: rated with
„I would very much/ more miss"
Advertising channel missed most
Prospekt
Leaflet
37.4%
Leaflet
Prospekt
E-MailE-Mail-Newsletter
Newsletter
37.2%
Direct
Mailing
Direct
Mailing
DirectDirect
Mailing
Mailing
SocialSocial
Media
Marketing
Media
Marketing
29.5%
13.7%
E-Mail-Newsletter
E-Mail
Newsletter
SocialSocial
Media Marketing
Media
69.4%
21.9%
6.9%
1.5%
Marketing
n=333
n=2.011
Mobile
Marketing
Mobile
Marketing
8.4%
Mobile
Marketing
Mobile
Marketing
0.3%
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Channels, that regarding their importance for the
consumers will gain strongly in significance within the
next 5 years:
Experts: Top-Box: rated with"will strongly gain in significance" (5-point Scale)
20.4%
Social
Media
Marketing
Social
Media
Marketing
Mobile
Marketing
Mobile
Marketing
18.6%
11.1%
Direct
Mailing
Direct
Mailing
7.8%
E-Mail
Newsletter
E-Mail-Newsletter
n=333
Prospekt
Leaflet
0.6%
Prague, 31st March 2014, DMVÖ – Anton Jenzer
Results:
-
In most cases, Austrian experts estimate correctly the
acceptance of the several media by the Austrian
consumers
-
But, experts are surprised about the high acceptance of
printed media by the consumers
-
The medium (is part of) the message (“via which
channel I communicate, is part of my offer”)
-
Printed direct mail is still alive
-
Hybrid Marketing, that means the intelligent
combination of Offline, Online and Mobile is the
passport to success
It´s really true: Dialog Marketing works …
Prague, 31st March 2014, DMVÖ – Anton Jenzer
THANK YOU FOR
YOUR ATTENTION
Anton Jenzer
DMVÖ President
[email protected]
Prague, 31st March 2014, DMVÖ – Anton Jenzer