Marketing, direct marketing, social media, online, mobile and multichannel marketing keynote

http://www.globalchange.com Customer relationship management. Direct marketing, social media, viral marketing, social networking, facebook marketing, twotter marketing methods, multichannel marketing,mailshots, maildrops, telemarketing, brochures, sales literature, business mail volumes, national post office,. Customer fatique with 30,000 brand names. Saturation of direct marketing. Advertising literature can make customers annoyed. New models of direct marketing. Niche marketing and targeted promotional campaigns. Click through rates, and response rates for direct mail campaigns. Use of databases and loyalty schemes, membership information and personal data to customise direct mailings. Direct marketers and future marketing trends. New marketing techniques and new technology. Digital marketing, web 2.0 and online marketing. SMS marketing and GPS mobile marketing using GPS. Falling response rates. Design and packaging of direct marketing mailshots. National mailing campaigns. National association of direct marketing and advertising agencies. Waste of resources, paper, energy, time. Future of paper, future of brochures and future of books. Why paper works. Personal bandwidth of human eye. Sales literature is still important. Capacity of human ear and human eye. Speed of data acquisition. Brain processing speed. Power of scanning text. Slow reading speed on computer screens. Business management video by keynote conference speaker Dr Patrick Dixon, Futurist and author of 12 books on global trends including Futurewise and Building a Better Business.
Logistics, supply chain, management, wholesale, retail, transportation, distribution, supplies, freight, courier, tracking, dhl, deutsche post, fedex, ups, manufacturing, post offices, monopoly, integration, software, data. logistics supply chain management wholesale retail transportation distribution supplies freight courier tracking dhl

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Closed Caption:

talking to customers you could say that
one of the main things that is going on
in terms of commercial uses
of postharvest is customer relationship
management in one way or another
mail shots brochures packages
rather than just delivery product and
here there is a huge challenge for the
future
and I'm interested in your view are the
future of the post office you're in
germany
because that marketplace is getting more
crowded
it's true that has the a No
volumes have mail have kept going
surprisingly well
happened a had mainly because of huge
mail shots
sales literature and that is replaced a
lot of the ordinary stuff which is just
melted away
the stuff has gone on to email but there
is a challenge him
because the average consumer in your is
expose now to 30,000 brand names months
and up to one billion dollars on
advertising
will have passed your eyes in the last
30 days at Lane
and the market quite frankly as I'm sure
you
to agree is getting saturated put your
hands up
if you regularly throw away most of the
at
advertising let's check comes in 30 door
put your hands up into advertising let's
chat actually make sure no its
have put your hands up
is your past other distributions service
which delivers it
what he told me
what you told me that that is a sexual
business that you not sure you believe
in anymore
right is that you told me
well he said is a section a business you
that you think that set
that Sam there's a fundamental challenge
is that sections business
what you're telling me is that you got
what you've got worries
about the environmental implications at
the wasted time and energy
about whether it's the right thing to do
and so on
that you know people continue to do it
and the reason is because the course
when it's well done
when it's done intelligently the
response is fantastic we had a baby have
recently responded
Jowell targeted now shot from someone
you know allow the company you know and
love it's part of your
your list you get it through the door
you open it straight away because you
know there's something in there for you
that will be customized to you its
well-designed and you respond to quickly
put your hands up he had if you are
if you're pension accounting I did for
me it's it's the British Airways now
shot
it's it's very clever and the stuff that
comes to online
but actually they to some very nice
stuff in a brazier
and up I open it Terry Opus straight
away are ready for 30 seconds and I've
been it
it's true it doesn't stay very long but
actually it is one of the things that
too
open and his part in my relationship
with them not bought things from it
but there's an awful lot of stuff that
is wasted and I think that
you know what the direct mail industry I
took a lot with direct marketers and
I've been saying this
that we need to get it right because
if the industry doesn't improve what
they do
then what will happen is I will throw
away good stuff with the bat
and I have actually thrown away a
contract
West tens of thousands of dollars mixed
up with junk mail as anybody else done
something like that
you certainly something Rick really
important because it all for heaven's
sake come back from vacation those this
much junk mail
you just threw away the lost and you
throw away something important anybody
else done that
okay you know and it's a challenge so
what happens is
if the advertising industry am
and see improves if they
all improve Mb all-star opening the mail
more often if they dunn's
if ninety percent of the male shot some
last century man shots
and what happens is the effectiveness of
the last ten percent the really good
chigney in sweat gym in this one
beautifully designed customized for you
personally
but you never even opened it because it
was muddled up with the rest
so up if if I was in charge in the
National Post Office
I will be I will be wanted to bring
together
conferences with all the direct
marketers in Germany
right now and I'd be saying let's do it
better I'm sure you do these things
already
let's do it better let's improve it
let's knock out the stuff which actually
we are embarrassed
to delimit really
and you should be embarrassed to produce
and let's get the stand is right
said every piece of paper ready matters
which will benefit everyone
out and a and lets and then actually
work it was thrust
as well as for you in the moments not
just for and intensive
at their that marketing success and what
does the future anyways paper
in an online world I happen to believe
the paper has
a great future can anybody tell me any
reason why I believe that I'm in also
okay you're going to receive a book in a
moment it's signed by me
okay why do I believe in paper why do I
believe the books are going to survive
what you think not just books but other
printed forms
I believe they are a medium after future
why
that should be good news for you if
you're in the business of delivering
bits of paper
why as a futurist I believe in paper so
much
its something in your hand that's
concrete yes
that's true I hope it means something
more to you to have a physical book
which
I have signed something in for you okay
emotional connection yes sets choose yes
some other reasons
you don't repeat a battery for your
BlackBerry that's absolutely right
can we follow that on I'm a position
that is another clue
what about any medically related things
that might be impacting on
on paper in
alone lecture small yes can we follow
through this no electricity log yes
at more than that actually a yeah
there's no electromagnetic radiation but
other things up issues I tell you
something
when you're listening to me right now
you're listening
at 112 K if you know banquets
you know that in ordinary phone line
rounded up to 56 K
and your broadband at home runs at 10
megabits per second or twenty or
something
your years can hear only a hundred and
twelve thousand characters
other information each second it's
pathetic
your eyes can process sry
trillion bits updater every
second through all love your Penguins
cell here's an amazing fact if you pick
up a copy are the huge newspaper
and you put it on the desk you can read
that whole newspaper in how many seconds
if you were in a hurry
and you thought there was an article
about DHL
in there or about compared to how long
will it take you
to read whole that newspaper and be sure
that you've seen it on not seen
thirty-seconds and how much in the paper
we read in that time do you think
as you went quite a lot
you say pulling did you see what to do
its banks said yesterday
in touch in was quoted yesterday morning
and damn and by the way is a funny old
story
and you got all of that in about 60
seconds you can read
the equivalent of an entire book out a
newspaper
in about two or three minutes
because you are using your three
thousand terabits
updater and it just goes job straight in
and I promise you you can read one of my
books in 10 minutes
okay I tell you how you start at the
middle
and you work out backwards and forwards
and tell it's finished
and you just go you go for the little
headlines I've written a little
sub-headline
on each page so you can read the whole
book very quickly
and you can scan it and you'll find the
bits that you want and you go back
and read another chapter again another
time
how and that's why paper is so important
on a computer screen you only have watch
1024 by 768
pixels or something like that its
ridiculous
your eyes see all this data but the
computer screen
gives you a tiny amount information
compared
to the printed page you cannot ish
I can produce for you at beautiful
travel cattle
of holidays of crews around the
Mediterranean
you can never ever show me something
as affected online in terms of the
color to detail and the speed at which
you can read it
so paper supplies which is very good
news for you
and it doesn't matter whether it's DHL
ass
one client in in in in in hong kong's
DHL in to Frankfort or it might be the
General Post Office deutsche Post
from from Cologne to clone the paper
does matter
out in the online world SEL in it's a
long ass
it has the quality other justifies it