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International Direct Marketing Fair 08

International Direct Marketing Fair 08. Sarah Croker Marketing Manager, Access & Virtualisation. Call to contact ratio is decreasing in the UK. Targeted Contacts made per 100 attempts. 2008 – Looking ahead. Marketing in a downturn

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International Direct Marketing Fair 08

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  1. International Direct Marketing Fair 08 Sarah Croker Marketing Manager, Access & Virtualisation

  2. Call to contact ratio is decreasing in the UK Targeted Contacts made per 100 attempts 2008 – Looking ahead • Marketing in a downturn • 1 in 5 companies have cut DM budgets in the 1st quarter of 2008 • However, 13% of companies have increased overall marketing spend – mostly on Internet marketing • Our prospects are increasingly difficult to reach • <adding more trends here>

  3. Staying competitive • Refocus marketing and sales effort on the best sectors and opportunities • Evaluate your current marketing spend • stop any activity that is not producing good results and replace with new activity • Get the balance of tactical marketing and brand building right • Upsell / Cross sell aggressively into existing base

  4. Staying competitive • Focus on customer retention • Are you spending enough on keeping customers? Is customer service good enough? The key is customer experience and getting it right! • Add value, help customers and understand what they appreciate to drive word of mouth • React quickly, ensure sales feedback is communicated directly to the marketing team and brainstorm together • Understand and exploit your key differentiators to the competition

  5. IDMF 08 – other findings • The world is changing with Web 2.0 • Creating communities online • Consumers are driving the marketing • Customers do their own research online before buying • Customer shop around to find the most competitive deal • 4 Ps now the 4 Es! • Product > Experience • Place > Everywhere • Price > Exchange • Promotion > Evangelism

  6. More information • Please visit http://www.theidm.com/idmf2008 or http://www.theidm.com/iw2008 to access presentations • White papers on email marketing will be made available

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