International dialog marketing: Consumer trends

Abstract

Operating in globalized markets is no longer the preserve of a few conglomerates. Increasing competitive pressure demands more and more internationally oriented advertising, even from medium-sized companies. Goals are ranging from opening up new markets to ensuring customer loyalty to particular brands and companies, even in remote locations. Internationally, mailings are a favorite advertising medium to pursue these goals. Anyhow, marketers often lack even basic data across countries to optimize their campaigns. Here, a large survey conducted by GfK AG (2004) and TNS Infratest (2005) and the Market Research Service Center (MRSC) on behalf of Deutsche Post AG is a valuable tool. Between April and June 2005, 13,185 consumers in 24 countries were surveyed on their affinity towards mailings, other advertising media and consumer attitudes. The aim of the study was to assess the climate for international dialog marketing in various economic areas. The Asia-Pacific region was added to the scope from the previous year.