Outlook 2005: Elsewhere in the World
"The year 2005 is likely to see a progression of below-the-line versus above-the-line and online direct marketing versus standard direct marketing," said Eric Meunier, knowledge manager at OgilvyOne Paris.
Multichannel marketing was the norm last year in Denmark. Clients increasingly ask OgilvyOne in Copenhagen to manage the marketing process.
"The always-on consumer will be the norm this year," said Morten Hechmann, CEO of OgilvyOne's Danish operations. "Many clients want to be surprised, see something new and unexpected."
In Singapore, microsites are more popular than large sites. E-mail's acceptance is on the upswing. Gaming and the use of audio "blow on the banner" technology applications accelerated last year.
This year, "multichannel marketing is the Holy Grail of optimization," said Chris Riley, managing director of OgilvyOne Singapore. "Search engine optimization growth and gaining importance of analytics in driving performance and customer understanding are key as well."
SMS and direct mail are popular in Malaysia. With mail, the government intends to enact a consumer privacy law, but the legislation has not been applied yet. SMS, whose use rose during the TV airing of the Malaysian version of "American Idol," has problems with opt-in permission marketing. Too many marketers use SMS for contest purposes like wins and lucky draws. Such tactics have angered authorities for alleged violation of "games of chance" rules.
"I see direct mail continuing to be the main tactic and channel, with SMS being a key supporting tactic," said Alex C.K. Lee, client service director at OgilvyOne's Kuala Lumpur office. "E-mail continues to be limited as the Malaysian Internet penetration continues to be below 30 percent and way below the mobile penetration of 50-plus percent."
Classic DM -- letter in an envelope -- seems to prevail in New Zealand. But marketers now include coupons, time-bound offers and other mechanisms that drive consumers online. Follow-ups are in vogue for campaign effectiveness via e-mail instead of telephone or postcards.
Online, refer-a-friend viral marketing and Internet newsletters for CRM purposes along with customer acquisition and lead-generation microsites are popular.
"The overall trend is toward integration of below-the-line media," said Fleur Marks, executive director of Singleton Ogilvy & Mather in Auckland. "Others are increased qualification of databases for better return, use of e-CRM to communicate cost-effectively, emergence of the phone medium with introduction of 3G networks and life-stage segmentation and CRM programs around life stages."
In South Africa, multichannel marketing is the name of the game. Still, direct mail is highly used, especially in financial services. Marketers also prefer contests through SMS via DRTV. Points-based loyalty programs are growing, too, with marketers looking to add softer benefits to high-value groups.
Several trends are emerging in Africa's largest economy. Communication with communities including key influencers is up versus those with individuals. Tell-a-friend efforts are gaining ground. Mass SMS use is on the wane after a backlash from annoyed consumers. Customer-centric online marketing is becoming the norm.
Also, there is "more targeted, high-value, even hand-delivered communication packs as opposed to low-budget mass mailings," said Denise van der Westhuizen, executive director of OgilvyOne's Cape Town office.