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International Post Corporation : media survey Belgium 2009
Citation preview
18 May, 2009
International Post Corporation Media survey Belgium - 2007
May 2009
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 22
Agenda
Conclusions
Background & Objectives
Cross-media campaigns
Advertisers’ perception of Direct Marketing
Assessing the communication investments & usage
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
Who is International Post Corporation ?
The International Post Corporation is an association of 24 postal operators in Europe, North America and the Asia-Pacific region. IPC provides its members with systems and programmes that ensure that international mail is delivered efficiently and competitively.
IPC represents the majority of the world’s mail, with its members delivering eighty percent of global mail volumes – more than 330 billion letters each year. Together, providing nearly 2.4 million jobs.
Based in Brussels, with an international staff from 16 countries, IPC is an organisation governed by a Board composed of CEOs from eleven member posts plus the Chief Executive of IPC.
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
Introduction
IPC Direct Marketing Intelligence is a research tool developed to estimate marketing & communication expenditure, media usage and perceptions of direct mail (both addressed and unaddressed) within advertisers’ marketing mix
The survey covers 6 countries ( US , France , the Netherlands , Belgium , UK and Sweden) . Its methodology, adapted from existing projects conducted by Deutsche Post, includes interviews with advertisers as well as a desk research component. IPC worked in 2008 with IPSOS market research group to conduct telephone interviews, personal interviews and analysis.
Insights gained from the benchmarking opportunities arising from conducting comparable studies in multiple countries, will support the development of direct marketing as a whole, growing its share of marketing & communication budgets. Understanding the dynamics within direct marketing media across a range of markets at different level of online development, will provide a clear picture of how advertisers can best leverage the unique strengths of direct mail as a communication medium.
The following report focuses on the Belgian media market .
4
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 5
Key questions addressed by IPC study
What is the actual total media spending in Belgium and the media usage rate ?
How is direct mail perceived by advertisers versus other media ?
How many cross-media campaigns do advertisers run ?
In what ways can direct mail become a more highly valued media?
5
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 66
IPC Direct Marketing Intelligence Methodology
Step Aim
Classification of media channels and structuring of sectors and industry codes
Quantitative research
Qualitative research
Weighting and fusion of
information
Results and information reflecting the entiremarket
Consolidation & validation
1
2
3
Desk research
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 7
Survey Description
Primary research amongst senior executives with Marketing & Communication expenditure responsibility, managing directors or business owners
1,027 interviews with additional 8 in-depth interviews amongst national Top100 advertisers
Robust sampling structure, developed in cooperation with market research
Results weighted and extrapolated to represent total universe of companiesin Belgium (with an annual advertising budget of more than 0.25m € per year)
7
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 88
Methodology – Universe structure
CountryIndustry Sectors
Trade Services Manufacturing Industry Total
US 634,000 1,222,000 428,000 2,284,000
DE 383,000 530,000 346,000 1,259,000
UK 172,000 280,000 136,000 587,000
FR 230,000 282,000 141,000 653,000
NL 93,000 153,000 83,000 328,000
BE 48,000 51,000 29,000 128,000
SE 41,000 74,000 38,000 153,000
TOTAL 1,601,000 2,592,000 1,201,000 5,392,000
The results are valid for all companies with an advertising budget of at least €0.25 m/ year
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 99
Universe structure : classification of Sectors
9
The universe of companies is divided by sectors and constructed with 3 levels of detail:
Trade Services Manufacturing
Trade Finance Public Services Other Services Manufacturing Industries
• Trade (Wholesale, Retail)
• FMCG (food, household products, etc.)
• Mail order
• Banks• Insurances• Other financial
services
• Non-profit• Utilities (Energy,
Telecom)• Government• Health services• Education
• Media• Travel/ Tourism• Leisure/
Entertainment• Automotive repairs• Other services
• Construction Sector• Agriculture• Mining• Production
Firs
t Le
vel
Seco
nd L
evel
Third
Lev
el
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 1010
Media Channels covered
Direct Marketing
Online Marketing Classic Media with Response
E-Mail Marketing Internet Site Banner Advertising Paid Search
Events Promotional
Campaigns Loyalty
Magazines Fax
Advertising
Print with response
Insert with response
Outdoor with response
TV with response Radio with
response Cinema with
response
Print Insert Outdoor TV Radio Cinema
Other Media
Classic MediaTraditional
Direct Marketing
Addressed Mailings
Unaddressed mail Outbound
Telemarketing Inbound
Telemarketing Mobile Marketing
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 1111
Topics
Conclusions
Background & Objectives
Cross-media campaigns
Advertisers’ perception of Direct Marketing
Assessing the communication investments & usage
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
IPC Direct Marketing IntelligenceTotal Marketing & Communication Expenditure
• Development of concept/ design• External agency fees
• Printing/ preparation of material & mailings• Set-up of software / hardware maintenance• Address/ lists/ telephone charges
• Postage• Delivery/ technical implementation
• Costs of processing of responses• Call centres/ Hotlines
• Other costs from external suppliers
• Directly attributable salaries & expenditures excluding overheads
12
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 13
Marketing & Communication Expenditure –Belgium 2007
13
Total Marketing & Communication Expenditure 2007 (full costing) € 7.40 billion
Data: All values in € bn - those costs include both external and internal costsBase: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,027)
Direct Marketing accounts for 39% of all advertising expenditure( full costing basis)
€ 2.86 bn.
18%
6%12%
8%
6%
7%43% Classic
media with response mechanism
€.1.35 bn.
€ 3.18 bn.
Direct MarketingOther
Classic MediaOnline
Direct Mail
Unaddressed Mail
Telemarketing
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 14
Very different cost structures from one direct marketing type to another .
87
77
71
63
54
48
27
13
23
28
29
37
46
52
73
72
Total Expenditure (in € bn)
External Costs (in € bn)
0.11 0.09
0.33 0.25
0.42 0.30
0.89 0.63
0.40 0.25
0.07 0.04
0.13 0.06
0.47 0.13
TV + radio w. response
Print advertising w.r.
Online
Direct Mail
Unaddressed mail
Outdoor w. response
Telemarketing
Data: All values in %Base: All companies with a turnover of at least 0.25 m €/year; N=128,376 companies (n=1,027)
Direct Marketing cost structures – Belgium
Internal costsExternal costs
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 15
4%12%
4%
18%24%
7% 9% 11%2%
3%
3%
2%
6%
1%7% 3%
52%23% 44%
36%
50%
27%0% 10%
24%35%
19% 24%
9%
29%
49%
16%
60%
35%
36%
11%
19%31%
27%
18%
Creation
Production
Delivery
ResponseManagement
Others
Direct Mail Online Print w.r. Unaddr. Mail
Telemar-keting
TV + Radio w.r. E-Mail Outdoor
w.r.
in bn € 0.63 0.30 0.25 0.25 0.13 0.09 0.06 0.04
Data: All values in %Base: All companies with a turnover of at least 0.25 m €/year; N=128,376 companies (n=1,027)
Very different Direct Marketing external cost structures by media type – Belgium
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
Services
TOTAL €bn 4.01
Telemark /Unadd.Mail 0.51
Direct Mail 0.35
Online 0.34
Response mechanism 0.26
Classic advertising 1.93
Other advertising 0.62
Trade
TOTAL €bn 2.24
Telemark /Unadd.Mail 0.34
Direct Mail 0.40
Online 0.16
Response mechanism 0.14
Classic advertising 1.03
Other advertising 0.18
16
48,201 companies
Data: All values in € bnBase: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,207)
Highest proportion for direct marketing is for trade. This is driven by high direct mail investment (18%) .
Marketing & Communication investments by Sector –Belgium 2007
Tot .Dir Marketing :46 %
Tot.Dir Marketing :43 %
Finance
TOTAL €bn 0.81
Telemark /Unadd. Mail 0.13
Direct Mail 0.10
Online 0.03
Response mechanism 0.03
Classic advertising 0.27
Other advertising 0.25
4%
31%17%
12%
4%33%
Tot .Dir Marketing :36 %
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
Public Services
TOTAL €bn 0.90
Telemark /Unadd. Mail 0.07
Direct Mail 0.07
Online 0.07
Response mechanism 0.08
Classic advertising 0.33
Other advertising 0.28
Other Services
TOTAL €bn 2.30
Telemark /Unadd. Mail 0.31
Direct Mail 0.18
Online 0.24
Response mechanism 0.15
Classic advertising 1.33
Other advertising 0.09
17
14,640 companies
Data: All values in € bnBase: All companies with a turnover of at least € 0.25m /year: Universe: 50,883 companies
Tot. Dir Marketing :33 %
Tot. Dir Marketing :38 %
Marketing & Communication investments by Sector – Belgium 2007
Manufacturing
TOTAL €bn 1.14
Telemark /Unadd.Mail 0.06
Direct Mail 0.12
Online 0.08
Response mechanism 0.10
Classic advertising 0.23
Other advertising 0.55
Tot.Dir Marketing :31 %
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 18
Internet has the highest usage rate (70%) , followed by print advertising (49%) , trade fairs (37%) & Direct mail (34%)
Direct Marketing :
Internet Site
Direct Mail
Unaddressed mail
Banner advertising
Telemarketing
Inbound telemarketing
Outbound telemarketing
Paid-search
Mobile Marketing
Classic Advertising (with/without response mechanisms) :
Print advertising
Inserts
Outdoor
Radio
TV
Other Advertising :
Trade fairs
Customer magazines
Promotional camp.
Couponing
Fax advertising
Data: All values in %Base: All companies with a turnover of at least 0.25 m €/year; N=128,376 companies (n=1,027)
37
13
9
9
4
70
34
32
17
14
11
9
6
4
2
Communication channel usage (%) Belgium
OverallWith response mechanisms
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
Usage of Direct Marketing Media by company type
(BtoC or BtoB) : unaddressed is more used in BtoC than in BtoB whereas addressed mail suits very well for all businesses
19
Data: All values in %Base: All companies with turnover of at least € 0.25m /year N=128,376 companies (n=1,027)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 20
Direct Marketing usage and investments
20
€ 0.26 bnInternal costs
IPC DMI 2007Direct Mail
Investments
Total investments € 0.89 bn
External Costs € 0.63 bn
Direct mail activities account for:• 31% of direct marketing investments • 12% of total marketing and communication investments• 34% usage
Data: All values in %Base: All companies with a turnover of at least € 0.25m /year: Universe: 128,376 companies (n=1,027)
Direct Marketing Expenditure
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 21
Direct Marketing usage by sector (%)
• Online and e-mail advertising is highest for services • Direct mail has a low user share for public services
70
35
33
48
17
8
4
3
62
34
21
20
18
7
15
1
82
37
40
23
12
14
1
4
68
37
35
27
29
17
6
5
68
26
32
21
22
22
3
7
N= 48,201(n = 284)
N= 29,292(n = 237)
N= 30,623(n = 250)
N= 5,620(n = 125)
N= 14,640(n = 131)
Data: All values in %Base: All companies with a turnover of at least 0.25 m €/year: n = actual interviews N = weighted data to reflect universe
* Online: Internet Site, Banners & Paid searches
Online *
Direct Mail
Print with. resp.
Unaddressed Mail
Telemarketing
Outdoor with response
TV & Radio with response.
Trade Manufacturing Industry Services Financial Services Public Services
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 2222
Topics
Conclusions
Background & Objectives
Cross-media campaigns
Advertisers’ perception and expectations of Direct Marketing
Assessing the communication investments & usage
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 23
Advertiser perception of Direct Marketingeffectiveness - Belgium
- Direct mail scores very well on all communication objectives - Unaddressed mail are best in acquiring new customers
Existing Customer Retention Short Term sales to End Customers Brand Image Advertising Product Advertising Acquisition of new
Customers
1 Addressed direct mail 57
2 Internet Site 40
3 E-mail marketing 27
4 Outbound telemarketing 22
5 Unaddressed mail 17
6 Inserts in newspapers, etc. with response 15
7 Ads in newspaper, etc with response 14
8 Inbound telemarketing 9
9 Mobile Marketing 3
10 Outdoor advertising with response 2
11 Internet banner advertising 1
12 TV advertising with response 0
13 Radio advertising with response 0
14 Paid for internet search 0
1 TV advertising with response 72
2 Unaddressed mail 42
3 Ads in newspaper, etc with response 40
4 Outbound telemarketing 39
5 Internet Site 35
6 Outdoor advertising with response 33
7 Addressed direct mail 32
8 Inserts in newspapers, etc. with response 24
9 E-mail marketing 12
10 Mobile Marketing 6
11 Internet banner advertising 6
12 Radio advertising with response 5
13 Inbound telemarketing 4
14 Paid for internet search 3
1 Addressed direct mail 43
2 Unaddressed mail 35
3 Internet Site 31
4 TV advertising with response 28
5 Ads in newspaper, etc with response 27
6 E-mail marketing 26
7 Outdoor advertising with response 23
8 Outbound telemarketing 23
9 Inserts in newspapers, etc. with response 10
10 Inbound telemarketing 9
11 Mobile Marketing 4
12 Internet banner advertising 4
13 Paid for internet search 2
14 Radio advertising with response 0
1 TV advertising with response 72
2 Ads in newspaper, etc with response 40
3 Addressed direct mail 36
4 Internet Site 36
5 Unaddressed mail 28
6 Outdoor advertising with response 24
7 Inserts in newspapers, etc. with response 20
8 Outbound telemarketing 18
9 E-mail marketing 17
10 Internet banner advertising 6
11 Inbound telemarketing 5
12 Mobile Marketing 2
13 Paid for internet search 1
14 Radio advertising with response 1
1 TV advertising with response 50
2 Internet Site 43
3 Addressed direct mail 41
4 Ads in newspaper, etc with response 31
5Unaddressed
mail 28
6 Outdoor advertising with response 27
7 Outbound telemarketing 16
8 Radio advertising with response 14
9 Inserts in newspapers, etc. with response 9
10 E-mail marketing 6
11 Internet banner advertising 4
12 Mobile Marketing 2
13 Paid for internet search 1
14 Inbound telemarketing 0
Data: All values in %Base: All companies using the specific medium
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
Effectiveness of Direct Marketing MediaAddressed direct mail scores very well on all dimensions
24
Data: All values in %Base: All companies using the specific direct marketing medium
BE
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
Effectiveness of Direct Marketing MediaDirect Mail versus other Direct Marketing Media – Belgium
25
Data: All values in %Base: All companies using the specific direct marketing medium
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 26
Main reasons for using Direct Mail
Data: All values % - Agree / Completely agreeBase: All companies with a turnover of at least 0.25 m €/year: Universe 128,376 companies (n=1,027)
Users Non-Users
65
49
45
Direct mail users perceive Direct Mail as a creative communication tool , delivering good and measurable results
Direct mail allows room for creativity
Direct Mail campaigns always produce good results
The success of Direct Mail can be measured effectively in terms of ROI
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 27
+24
+4
-1
-4
-1
-21
0
Heavy Users
+10
+10
+3
+1
-5
-17
-2
Medium Users
Users of Direct Mail
Developing Direct Mail - BelgiumRequirements by Level of Usage
- High demand for evaluation of campaign process by heavy users.- Medium users require more support for creation and address management
Total
13
12
11
5
3
2
55
Data: All values in %Base: All companies whose using direct mail or unaddressed mail (n=507)
+1
+6
-6
-1
0
+1
0
Low Users
Evaluation of campaign process
Creation
Address management
Dispatch and selection
Production of the mailing
Response management
None of these
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 2828
Topics
Conclusions
Background & Objectives
Cross-media campaigns
Advertisers’ perception of Direct Marketing
Assessing the communication investments & usage
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 29
Cross-media campaigns - Belgium
User Share of Cross-Media Campaigns
23,060 companies
85,535 companies
Data: All values in %Base: All companies with a turnover of at least 0.25 m €/year and which are doing direct marketing; N= 108,595 companies (n=913)
User of cross-media campaigns Non-User of cross-media campaigns
Number of campaigns in 2007:
112,393 campaigns
Ø number of campaigns per company:
4.9 campaigns/ year
2 media
3 media
4 media or more
- Only 21% of advertisers are running multi-media campaigns , using most often 2 media- Very few cross-media users include 3 or more medias in their campaigns
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
Cross-media campaigns users profile
Finance
Trade
PublicServices
ManufacturingIndustries
Services
User Share by Sector User Share by Company size
Small
Medium
Large
Cross-media campaigns most often used by public services , trade & finance
30
Data: All values in %Base: All companies with a turnover of at least 0.25 m €/year and which are doing direct marketing; N= 108,595 companies (n=913)
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
Cross-media CampaignsMost frequent media combinations
31
BE- Addressed direct mail is used in 20% of cross-media campaigns - The most frequent cross-media combination is print + Internet site (9%)
9%7% 7% 6% 6%
4% 4% 4% 3% 3%
Internet site +Print
Addresseddirect mail +
Addresseddirect mail +internet site
Internet site +e‐mail
Addresseddirect mail + e‐
Print + TV TV + Radio Print + E‐mail Print +Unaddresseddoordrops
Internetbanner
advertising + Inserts in
newspapers +Outdoor
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 3232
Topics
Conclusions
Background & Objectives
Cross-media campaigns
Advertisers’ perception of Direct Marketing
Assessing the communication investments & usage
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 33
Key Findings Direct Marketing Belgium
The media landscape is increasingly fragmented across online and offline media
Direct Marketing had in 2007 a market share of 39% of total advertising expenditure ; in trade & service sectors , direct marketing represents 46%
Cost structures are very different from one direct marketing tool to another : in e-marketing , internal costs are relatively higher than the ones in direct mail
Cross-media campaigns are used by 21% of the companies . In 1 out of 5 cross-media campaign , direct mail is used .
33
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
The media landscape is increasingly fragmented across online and offline media
Direct Marketing had in 2007 a market share of 39% of total advertising expenditure ; in trade & service sectors , direct marketing represents 46%
Cost structures are very different from one direct marketing tool to another : in e-marketing , internal costs are relatively higher than the ones in direct mail
Cross-media campaigns are only used by 21% of the companies . 71% of those campaigns use only 2 media . In 1 out of 5 cross-media campaigns , direct mail is used .
34
Key Findings – Direct Marketing Belgium
34
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM 35
Key Findings – Addressed Direct MailBelgium
Accounts for 12 % of total media investments and 31% of direct marketing expenditure
Is relatively more important in trade and financial services sectors
31% of companies use Direct Mail
Direct Mail is perceived as a specially effective media for customer retention and generating short-term sales . It is also highly effective for improving brand image and delivering detailed product information .
Direct Mail is appreciated for its creative possibilities , its measurableand proven ROI
Heavy Direct Mail users are mainly concerned with campaign evaluation whereas medium users are focussing on correct addresmanagement and creation .
35
Source : IPC Direct Marketing Intelligence 2008 –Report BELGIUM
Unaddressed direct maill accounts for nearly 6 % of all media investments and for 15% of Direct Marketing investments
17% of companies ( mainly BtoC) are using unaddressed mail
Main advantages are its capability of generating short term salesand acquiring new customers
Key Findings – Unaddressed Direct MailBelgium