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 with customers risk getting left behind by their more savvy and nimbler competitors.”
If you are interested in finding out more about the report, you can download your copy via the Responsys website.
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 leadership. With the advent of SaaS technology, the argument about not being able to afford sophistication is simply not valid.
You mention digital investment in email marketing is increasing (engagement/retention 65% and acquisition 60%), are there any common mistakes that you see marketers making when it comes to email campaigns?
Mass marketing is the biggest mistake a marketer can make. As budgets continue to grow, marketers continue their quest to scale to the masses by increasing the volume of emails they are sending. Marketers have lost sight of the consumer becoming engrossed with sending campaigns. Today’s consumers are savvy and demanding a new kind of relationship – they have much higher expectations of how they want you to engage with them.
Some of our readers have limited marketing budgets or are beginners when it comes to digital marketing, did you have any advice for them on where to focus their attention?
Limited budgets continue to challenge marketers in Australia. As the Responsys Big Australia Report points out, the majority of marketing departments are constrained by staff and budgets. Regardless of how large or small your marketing budget is – the same principals apply. To be successful, companies need to move from sending communications via a single, siloed channel in an ad-hoc manual fashion to using more automation and better targeting. Successful marketers will be those who dedicate resources towards forging real, individual relationships with consumers. For example, automated marketing programs can overcome the need for IT driven system messages for communications like purchase receipts or welcome messages. Using an interactive marketing platform can turn one-off siloed emails into sophisticated, reportable automated programs.
Marketing.com.au would like to thank Simon for taking the time to answer our questions and also for sharing this interesting snapshot with us.
Please click on the infographic below to view a larger size.
As 2012 draws to a close and the silly season is well underway, we just wanted to take the opportunity to thank you all for your wonderful support of Marketing.com.au. We would also like to wish you and your loved ones a safe and happy festive season.
We would also like to say a special thank you to all our wonderful guest authors. They have all kindly taken time out of their busy schedules to share with us their knowledge, expertise and advice. It certainly has been a bumper 2012 so lets look back at the Top 7 Marketing.com.au articles for the year (based on social and email love), in case you didn’t get a chance to read them!
- Lacking Style? Top 5 Tips for Writing a Style Guide – Ever been given the task to write a style guide? Well, this article we shared back in June discusses some common elements we found referenced in style guides to help you start off on the right foot.
- Measuring The ROI Of Your SEO Campaign – New Marketing.com.au contributor Mike van der Heijden from SEO Works talks to us about the info you should be requesting from your SEO provider to ensure you make the right investment and ensure they work with you not for you.
- Creating Great Presentations – We’ve all fallen into that default mode of preparing presentations the way we always have. Boring! In this article, we review blog posts from Clay Johnson and Seth Godin along with a book by Nancy Duarte called ‘Resonate’ to summarise some top tips to help you deliver a killer presentation.
- 7 Ways To Get A New Logo Designed – We shared 7 great ways to get a new logo for your business from the Rolls Royce of professional branding experts right through to designing one for free!
- Mobile Marketing Trends 2012 – This article by Simon ODay from Responsys discusses the results from a survey of 650 professional marketers from around the world and how they are going about implementing mobile into their cross channel marketing and advertising strategies.
- The Secret to Affiliate Marketing for Marketers – Why are some marketers resistant to run affiliate marketing campaigns? James Kitchener from Jack Media talks with Richard Green from HotDeals about what it takes to run a successful campaign and also why some marketers hesitate to give it a go.
- Digital Marketing Trends In Australia – We shared with you the Big Australia Report from Responsys and discuss the practices of digital marketing in Australia based on interviews that they conducted amongst 125 digital marketers.
So there you have it! If you have any specific topics of interest you would like to know more about, now is your chance! We’d love to hear from you below!
In the meantime, wishing you all an eventful and fulfilling 2013!
❄ The Marketing.com.au Team ❄
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: (more…)
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. (more…)
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 (more…)