IPC Direct Marketing Intelligence (DMI)
IPC Direct Marketing Intelligence (IPC DMI) assess the value of direct marketing activities and Direct Mail in an organisations’ overall marketing and communication strategies.
IPC DMI provides in-depth market analysis and benchmarking and Direct Mail development in a range of markets at different levels of online development. The pilot phase of the programme included the US, the UK, France, Belgium, the Netherlands and Sweden.
The research answers the following questions:
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What are the key developments and trends in direct marketing?
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How is Direct Mail perceived and used by advertisers?
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What are the concerns regarding the impact of Direct Mail on the environment?
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What are the optimum combinations with Direct Mail in cross-media campaigns?
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In what ways can Direct Mail become a more highly valued media?
Factors and perceptions influencing the use of direct marketing and Direct Mail are explored in detail as well as the future developments of Direct Mail.
In 2010, IPC Direct Marketing Intelligence programme will focus on investigating the role Direct Mail can take in today’s primarily digital advertising and marketing campaigns.
Key areas for investigation include:
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What do advertisers and media buyers believe direct mail adds to their campaigns?
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When and for what purpose is direct mail included in multi-media campaigns?
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What is the synergy or complementary nature of direct mail and electronic media?
IPC are proposing a qualitative research design which would provide participants with in-depth country specific analysis as well as an overview or similarities and differences across participating countries.