Magazine article New Zealand Management

INTOUCH: One-to-One Communications the Way Forward Survey Says

Magazine article New Zealand Management

INTOUCH: One-to-One Communications the Way Forward Survey Says

Article excerpt

New Zealand businesses may be facing tough times, but marketers wonCOt be cutting their one-to-one communications spend, according to a direct marketing study conducted by Nielsen and New Zealand Post.

NZ Post commissioned Nielsen Media Research to survey marketers on their opinions and experiences of direct and digital marketing and new media, including where they will be placing their spend in 2009.

The results overwhelmingly show an intention to maintain or increase email and mail spend over the next 12 months. However, new media such as blogs/vlogs, social networking, podcasting, in-game advertising and virtual-world advertising have yet to hit the radars of most respondents.

For customer retention, 55 percent of survey respondents said they plan to increase their addressed direct mail spend, with 32 percent planning to maintain current levels. Fifty-seven percent plan to increase their spend on email, with 30 percent planning to maintain.

When it comes to customer acquisition, 45 percent of respondents plan to increase email spend, with 40 percent planning to maintain. For addressed direct mail and customer acquisition, 32 percent plan to increase their spend and 48 percent plan to maintain it. …

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