The Direct Marketing Club of New York (DMCNY) promised to kick off the new year and their Annual Outlook Luncheon with the “razor-sharp predictions” of Bruce Biegel, Senior Managing Director of Winterberry Group and advisor for Petsky Prunier. This was a milestone for Biegel, as he celebrated his tenth anniversary of providing the industry outlook and insights we enjoy every January when direct marketers from both offline and online channels gather to review the previous year, look forward to the current year, network, and connect. For the tenth year in a row, Biegel did not disappoint. (My only regret is not thinking ahead to bring him something made out of tin—the traditional tenth anniversary gift.)
DMCNY promised eye-opening insights from Biegel, including:
- A recap of major events of 2018 including adoption, integration, competition, and consolidation in the advertising and marketing industry
- Forecasts of 2019 spending on direct mail, digital display media, email, social and mobile, traditional media (TV, newspaper, radio and magazine), and a preview of growth in the data industry
- Macro trends that will drive the media mix, including thoughts on developments in programmatic buying, audience management, adtech and martech integration, omnichannel, the customer journey, and more
2018 Marketing Spend Results and Predictions for 2019
According to Winterberry Group’s findings, 2018 offline spend was flat, but direct mail within the category was up modestly from 2017. Wondering what marketers should expect for the spending mix in the year ahead? Like 2018, 2019 offline spend is projected to remain flat. Some categories (notably direct mail) are projected to be up, while others, like newspaper and magazines, are anticipated to be down.
As expected, online should enjoy another good year in 2019 with increased spend. It’s no surprise that investment and spending in data will continue. Watch for an increase in the use of video, which will also increase spend in that category. Mobile is no longer a separate topic; it’s now simply part of customer touch and interaction.
As promised, Biegel gave us the first view of projected growth for the data industry, which included data, customer data platforms (CDP), programmatic, and AI decisioning. All are solutions to help manage information, better understand the customer, and reach them with a targeted, relevant offer. I nodded in agreement, thinking about how IWCO Direct utilizes customer data to provide actionable direct marketing strategy, creative, and execution to appropriately reach and engage via offline and online channels. We know how to provide and use data that delivers on consistent communication and relevant personalization with agility and fierce protection of customer privacy.
GDPR, CCPA, and Consumer Privacy Were Hot Topics at DMCNY
Speaking of privacy, the discussion also turned to GDPR and an overview of the California Consumer Privacy Act (CCPA). It may have been an Acela trip away, but news from our nation’s capital (including President Trump, Robert Mueller, China, and the government shutdown) kept the conversation lively.
Consumer Privacy remains at the forefront of marketers’ thinking and a large aspect of future marketing spend and planning. This topic is vast, complex, and often confusing, not to mention constantly evolving, but it can’t be ignored or brushed off as a job for “someone else to understand.” We have a saying at IWCO Direct: “Safety and security are everyone’s job.” That includes safeguarding customer information and understanding data security.
Our own Debora Haskel will be a facilitator for a DMA members-only event, “Advocacy for Print in the Digital Age—The New Landscape in 2019,” where she will lead Chris Oswald, Senior Vice President, ANA, and Xenia “Senny” Boone, Senior Vice President, ANA, as they discuss the challenges facing data-driven marketers, including data privacy pushes at the state level. (If you are a DMA member and in NYC on January 31, you should plan to attend this session from 1:00–2:00 p.m.)
In summary, the 2019 DMCNY Outlook Luncheon showed that marketers should have another good year, with data allowing the customer to “buy anywhere” a product or service that just may be personalized and uniquely theirs. Contact me here if you’d like to discuss your plans for 2019 and how IWCO Direct can help you accomplish your goals.
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