Cross-Channel Marketing Report 2013: Time to show your customers some love?

Econsultancy and Responsys have partnered up again this year to perform the annual Cross-Channel Marketing Report. They surveyed 111 companies and agencies based in Asia Pac and the results indicate that companies are still failing to create marketing programs that build relationships with their customers even though they do recognise the long term value in doing so. Paul Cross from Responsys Asia Pac said, “We’re now moving into a new era of orchestration, where the overall customer experience needs to be seen as a set of combined interactions across all touch points. To remain relevant and continue to drive results marketers need to put the customer at the heart of all activity.” Responsys have kindly shard some interesting stats from the report: 60% of marketers agree it is cheaper to retain existing customers rather than acquire new ones 26% are ‘very committed’ to relationship marketing, with a further 20% conducting no relationship marketing at all 38% say a lack of team knowledge and experience prevents them from committing to this approach while 24% say they do not have sufficient resources 51% of marketers say their main focus is currently on acquisition compared to 34% whose primary focus is on retention, even though they understand the value of building relationships with customers 60% believe they should place greater effort on retention marketing 34% describe their digital efforts as ‘very integrated’ with their broader marketing strategy Only 15% said their efforts with mobile apps and mobile messaging are very integrated Paul Cross also adds, “The mass marketing era is fading. Marketers who fail to transform their strategies and build long-term loyalty...

How Are Australian Marketing Budgets Being Spent In 2013?

This week Simon O’Day, Vice President Responsys Asia Pacific got in touch with us to share with us a snapshot of how Australian marketing budgets are being spent in 2013 (see infographic below). The data is from the Responsys global annual Marketing Budgets report conducted in partnership with Econsultancy. It is not surprising that 71% of companies are planning to increase their digital marketing spend this year. However, it was interesting to see that one of the largest challenges to further digital investment was actually company culture. We decided to ask Simon a few more questions about the interesting findings from this report and where marketers with limited budgets should focus their attention. It is surprising to see that a third of marketers find company culture a challenge to further digital investment, why do you think this is? What advice do you have to these marketers to try and combat this? The Responsys Big Australia Report outlined that a lot of digital experts don’t see the right level of leadership and direction from their bosses. When you mix that with company culture the future can feel bleak. My suggestion is – ask your leadership team what their vision is for developing a more customer centric focus with more automation and digital engagement. Then ask how they see this as a business and revenue growth driver. If they cannot clearly articulate an answer – get on LinkedIn and start looking for a new role where this vision is answered by a leader. The simple truth is that the lag in new technologies and digital success is from a lack of...

❄ How To Avoid Losing Sales This Festive Season ❄

Are you sitting down? Yes, Christmas will be here in just 40 days! While retailers eagerly await for the dollars to start rolling in, they should be wary of overseas competitors getting in early for their slice of the pie. Tim Beverage from Responsys kindly got in touch with us to share his advice for retailers in the upcoming festive season. He reminds us that the deadline that is looming for online Christmas sales. Tim advises Aussie retailers to get their campaigns launched ASAP by next week as there will be a significant proportion of sales occurring online with USA sales for Thanksgiving, Black Friday and Cyber Monday. Aussie retailers don’t want to miss out on the action! Tim shared with us his eight golden rules for a successful 2012 festive season and they are: Target through web browser activity, not preferences – Shoppers are looking for presents for others so email should be targeted based on what people are browsing for. Spruce up email subject lines with special characters: Tests show special character images (e.g like the snowflake character in our post) can lift revenue per click by 25%. We came across a few handy websites to search for symbols if you’re interested Fsymbols.com and W3Schools.com. Make converting friction-free: A rule of thumb is four clicks from opening email to purchase. Make it easy for your customers to buy what the need quickly and easily. Mobile is a no-brainer: With the increasing popularity of mobile SMS messages, it’s a must for marketers to include in their campaigns this festive season. Test, test, test: An advantage to starting early is you can test and...

Digital Marketing Trends In Australia

We recently published an article on Inbound Marketing In Your Marketing Mix where we discussed the importance of customer engagement and the need to focus more attention on earning the interest of customers and not just relying on being able to buy it through traditional marketing. However, for many of us, digital marketing is still somewhat of an untamed beast. The good news out this week is we’re not alone. Responsys got in touch with us and kindly shared their annual Big Australia Report which discusses and benchmarks the practices of digital marketing in Australia based on interviews they conducted with 125 digital marketers around Australia in July and August of this year. The study highlighted that marketers really feel burdened by a lack of digital knowledge and expertise, with more than half indicating that there is a digital knowledge gap in their organisation. This report has some fascinating insights and we wanted to share a few other take aways with you: What is the 2012 digital marketing landscape in Australia? Emphasis on customer engagement – Responsys highlighted that Australian businesses are acknowledging the need for relevant and “valuable communications that aim to engage rather than sell”. Digital execution being managed in house – Despite the digital knowledge gap many felt within their organisation, digital marketers are becoming more confident in managing digital execution in house compared to 2011 (28% outsource in 2012 vs 57% in 2011). This really highlights a need for digital marketing training and employing data specialists to adequately analyse the customer data. More work for marketers – While the study found that around 5 in 10 Australian marketers expect...

Mobile Marketing Trends in 2012

The penetration of smartphone ownership in Australia is one of the highest in the developed world and the numbers are continuing to rise. According to Frost and Sullivan, around 41 per cent of Aussies currently own a smartphone and this number is expected to hit 65 per cent in the next five years*. For most Australians, the mobile phone is rarely out of sight, providing marketers with an almost constant point of contact with their target audience and presenting a range of opportunities to engage on a deeper level than ever before. Consumers can now be targeted with instant offers and promotions, based on factors such as their location, preferences and demographics. With new apps and m-commerce technologies being developed each and every day, mobile is a channel marketers cannot afford to ignore. To gauge how marketers are implementing mobile into their cross channel marketing and advertising strategies, Responsys partnered with Econsultancy to survey the behavior of 650 professionals from around the world. Respondents ranged from both companies (in-house marketers) and supply-side (including agencies and consultants) and the results paint a revealing picture of where mobile sits in the marketer’s list of priorities. Overall, we found that marketers are integrating a range of different mobile channels into their digital strategy, and while this is encouraging, it is also clear that many are missing an opportunity to further engage consumers and maximise revenue potential. Check out our infographic below to find out more and for a few tips in how to become a savvy mobile marketer. * The Frost and Sullivan Australian Mobile Device Usage Trends report 2012 Author Simon...