Data from the Direct Marketing Association benchmarks say that direct mail still reigns supreme, offering response rates of 1.1 to 1.4% versus 0.03% for email, 0.04% for internet display ads and 0.22% for paid search. While the global strategic consulting firm Winterberry Group predicts that direct mail spending will increase 1.1% in 2014.
Could this signal the resurrection of direct mail?
Michelle Perrow: Strategic director at Lesoba Difference will examine this topic at the Integrated & Direct Marketing Conference 2014 taking place this March. The Integrated and Direct Marketing Conference will host speakers from SA's top award-winning ad agencies and advertising institutions:
As well as speakers from some of SA's leading companies:
Microsoft South Africa
Master Data Management
The Integrated & Direct Marketing Conference will provide you with a map for marketing in 2014. It will bring you up-to-date and essential information on the hottest integrated and direct marketing topics.
It's packed with sessions on key best practices and trends. We'll share ideas, innovations and case studies presented by global marketing leaders from some of the SA's top brands.
Learn about the latest in immersive marketing, social strategy and neuro-marketing, content marketing, cross-channel strategies, real-time automated marketing, mobile and more!
This is the one marketing event you can't afford to miss in 2014!
SOME OF THE PROGRAMME HIGHLIGHTS:
DIRECT MARKETING CONFERENCE: 11-13 March 2014 Hyatt Regency Johannesburg, Rosebank
The future: Immersive marketing? Andre Hubner, MD of Boomtown
The resurrection of direct mail Michelle Perrow: Strategic Director at Lesoba Difference
Unlock exponential Search Performance with big data Ryan Sauer: Director of SOC: Online marketing Professional, lecturer at AAA and consultant
Why top brands are going social for lead generation Amanda Sevasti Fairweather: Head of Social Media at NATIVE VM
Discover how to attract quality customers and quickly grow your business with content Andisa Ntsubane, Marleting and Communications Director, Microsoft South Africa
From brain to brand: The role of neuroscience in branding John Laurence, MD Headspace Neuromarketing
The shift to customer-centric marketing Ian Rheeder, CM (SA) Marketing Consultant and Facilitator, Markitects
The POPI Act: The implications for Direct Marketing Kevin Dam, Director, DM Kisch
The new competencies for direct marketers Tracey Clark, Manager Direct Marketing, Standard Bank Group and Assegai Award's 2013 Direct Marketer of the Year
The cutting-edge of mobile: Case studies Candice Goodman MD of Mobitainment
Social Media case studies: The companies who have made it work and how they did it Caroline Nixon: MD Nixon Consulting, Nixon Trading (Pty) Ltd and Co-founder www.Brandhunter.co.za
Big data, big revenue: Why big data is changing the way we market Gary Alleman: MD of Master Data Management
ADDED VALUE! PRE-CONFERENCE WORKSHOP - Tuesday, 11 March 2014
Marketing Planning for ROMI (Return On Marketing Investment)
Facilitated by Ian Rheeder, CM (SA), Marketing Consultant and Facilitator, Markitects
Marketers need to understand the financial impact of their marketing plans. Whether you're in a down or upswing economy, return-on-marketing-investment (ROMI) is your ticket to been taken seriously in the boardroom. Take a new look at your integrated marketing communication (IMC) techniques and calculate through research, just how effective your campaign is - before, during and after. Both Business-to-Business (B2B) and FMCG approaches will be covered - so you will walk away with a broad understanding of the two classical promotional frameworks and their ROMI.
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