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Marketers around the world still rank Direct Marketing (DM) as the number one medium for marketing effectiveness in 2007, despite it capturing less than 35 per cent of all global marketing and communication spend. The 2007 Global Marketing Effectiveness Report from The Fournaise Marketing Group (“Fournaise”), a global leader in real time marketing effectiveness tracking, reveals the following global trends: DM is considered by both business-to-consumer and business-to-business marketers the most effective medium – topping the 2007 global marketing Effectiveness Ranking (or EFFER); DM ranked ahead despite three online media platforms surging into the EFFER’s top 10 (email, online referrals and online display advertising) alongside traditional stalwarts like public relations, newspapers, outdoor and TV; cinema and online sponsorships ranked last and are in danger of being dropped by marketers if they are not able to deliver better results when it comes to engaging with the target audiences marketers are going after – proof that not all traditional and online media platforms are judged to be effective. “If you listen to the industry hype, it’s all about online advertising (and emerging mobile advertising). If you check where marketing budgets are mostly spent, it’s still all about traditional media such as TV and newspapers. But when it comes down to effectiveness, while it may not be the most glamorous and talked-about medium, marketers are telling us DM is still the best platform for delivering results,” said Jerome Fontaine, CEO and Chief Tracker at Fournaise. With marketers in mature countries identifying their top objectives for 2008 to be “growing the company’s revenue” and “generating leads for future conversion” (70 per cent combined) and with only 15 per cent claiming “building long-term brand awareness” as their top priority, it is clear that a deep shift is happening within the AIDA marketing model. Marketers in these countries are now focusing more on the “Desire” and “Action” part of the model instead of just relying on “Awareness” and “Interest” as in the past. “And that makes sense” said Fontaine. “Business is now all about the top and bottom line. Given the current economic outlook, mixed with a hyper-competitive environment and an ever-increasing customer sophistication, in 2008, “Action” (not “Awareness”) will be key for marketing survival, with the aim of generating more customer demand. Immediate engagement and response from the customer is needed to convert marketing investments into sales and growth. DM, with its targeted, sniper-like approach, is a powerful platform to achieve this.” About the Fournaise 2007 Global Marketing Effectiveness Report - Background and Methodology The Fournaise 2007 Global Marketing Effectiveness Report is derived from the Fournaise 2007 Global Marketing Effectiveness Tracking Survey run on more than 3,000 business-to-business (B2B) and business-to-consumer (B2C) marketing professionals (including Chief Marketing Officers, Vice-Presidents of Marketing, Heads of Marketing and Marketing Directors) working for Small & Medium Enterprises (SMEs) and Large Corporations in North America, the United Kingdom, Australia, Greater China, India and Singapore (when combined these regions/countries represent more than 65% of all reported global advertising spending – offline and online – in 2007). About The Fournaise Marketing Group – The Tracker of Marketing Effectiveness™ The Fournaise Marketing Group (Fournaise) is one of the world’s leading Marketing Effectiveness Tracking Companies. Using its proprietary and revolutionary Marketing Effectiveness Tracking solutions (called wTAMs™ - pronounced weetams), Fournaise has the unique ability to help brands, advertisers and advertising agencies track, measure, analyse and maximise the actual performance of all their marketing campaigns – deployed offline and online – on a real-time basis for better results and incremental growth. Its portfolio of clients includes MNCs from the FORTUNE 500 group of companies, leading International Advertising Agencies and Small & Medium Enterprises (SMEs) seeking to grow locally and/or internationally. Its wTAMs™ are used and/or accessed by more than 50,000 organisations and individuals in more than 14 countries worldwide.
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