If you’re like me, you’re curious to know what leading analysts have to say about the direct mail and digital marketing outlook for 2016 and beyond. Last week I had the pleasure of attending a presentation by Bruce Biegel of the Winterberry Group on this very topic at the Direct Marketing Club of New York’s Annual Outlook Luncheon, and I wanted to share the information I gathered with you. Bruce always does a great job communicating and illustrating what has taken place and what will be influencing the industry and our clients’ marketing programs in the future.
His data showed 2015 was a steady year for advertising with spending growth in most channels. Mobile is still leading growth by a large margin (and will continue) while newspaper, magazine and radio are in decline. Direct mail was up about 2.9% even with a decline in First-Class Mail. Other trends he cited include:
- More data management platform (DMP) adoption
- APIs will become more valuable
- An accelerated increase in programmatic buying
- Data spend will (of course) continue to grow
It was a rewarding confirmation of IWCO Direct’s value proposition and platform to hear Bruce say, “What really matters are data, analytics and creative!” Campaign management will also move from batch and blast to “always on,” meaning exciting growth potential for direct mail trigger programs.
Biegel explained the creation and collection of data is limitless. And as marketers, we continue to evolve at a greater pace than ever before. Automation, technology, business intelligence tools, DMPs, APIs, IoT, connected devices, addressable, wearable, mobile wallets, lead gen, CRM, DW, MDB, etc. While some of these things may seem foreign to you now, don’t worry, they will be second-nature soon. It is quite obvious data will be driving marketing with incredible sophistication and relevance that will improve the customer’s journey and experience. In fact, Bruce stated this will be his last “Direct and Digital Marketing Outlook” presentation. Not that he won’t be back next year, but the title will change to “Data Driven Marketing.”
Biegel’s presentation was quite informative and the DMCNY did a great job with the event. I have been involved with the organization for more than 15 years and find it brings together passionate marketing professionals to educate, advocate, network and discuss all things marketing. It’s a unique group that has embraced industry changes and opportunities that are taking place at lightning speed. If you’re in the New York area and aren’t a member, I would encourage you to join.
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