Challenges in Direct Mail in Singapore

Lisa WatsonChairman, Direct marketing Association of SingaporeCommercial Business Development Manager, HP GSB APJ

About DMAS

Formed in 1983 (our 31st year!)

DMAS consists of the main Association + 6 special-interest Councils• eMail Marketing Council

• Mobile Marketing Council

• Direct Mail Council

• Data Council

• Social Media Marketing Council

• Search Council

Main activities:• Monthly seminars & networking events (SoundBites)

• Data Protection Legislation

• Executive Briefings

• Consumer Affairs & Government Liaison function

3

Trends

We’re Caught Between Eras

4

1990s 2010s

5

Traditional Media Channels Remain Strong

6

PwC

TV

Newspaper

+

2012

66%2017

62%

8

http://youtu.be/MOXQo7nURs0

10

Smartphone penetration varies by market development

AC Nielsen, Nov 2013

87 8780

75 71

49

2318 15

7264 62 60

13 1320

25 29

51

7782 85

2836 38 40

Hong Kong Singapore Malaysia Australia China Thailand Indonesia India Philippines UK France Germany US

Smartphone Non-Smartphone

DEVELOPED ASIA DEVELOPING ASIA EUROPE US

List of countries by number of mobile phones9 of top 20 in Asia

13

Impact

Time spent by Medium

47.1%digital

Ad Spend by Medium

Asia!28.6%digital

16

17

2 January 2014

2 July 2014

2 January 2014

18

2 July 2014

21

relevance

23

There’s Progress

Marketers Are Moving from VOLUME to VALUE

Mass Communication

VOLUME

Personalization & Customization

VALUE

The RIGHT CustomerThe RIGHT ProductThe RIGHT Channel

The RIGHT TimeThe RIGHT Message

Share a Coke in Japan World cup promo

29

30

US DMA 2012 Response Rate Report

30x RR

ROI = ROI

A Surprising User of Direct Mail!

34

37

Trends