Trends, Benchmarks And Insights – Digital Marketing In 2013

Recently, Experian Marketing Services released a very comprehensive report on just how marketers can reach today’s always on, highly engaged and demanding consumer in an integrated way across a variety of digital marketing channels including email, display advertising, mobile, search and social media. The report contains trends, predictive benchmark data and analytical insights which are aimed to assist marketers in maximising opportunities and ROI. While much of the data is US based, it is still very relevant and topical for Australian marketers. What kind of information can you expect to find in this report? Well, we thought we’d share a couple of insights with you below: 44% of emails are opened on mobile devices Personalised promotional emails had 29% higher unique open rate and 41% higher click rates than non personalised email Around 1/4 of adults (aged 35-49 years) visit websites on 4+ different devices a week 35% of marketers said response attribution (understanding the impact of multi channel marketing programs) was the most challenging multichannel marketing issue for their organisation. The most profitable social sharing level is the first degree of separation (e.g you recommend a product or service to a friend via a link and then they buy it). Australians are among the most avid users of smartphones in the world with sales exceeding those of PCs At the conclusion of the report Experian state that “...marketers must unite their messages across those touch-points to create relevant experiences regardless of the customer’s channel or device preferences.” and to “…differentiate your business by providing excellent service and one-to-one connections — in other words, be customer obsessed.” We would...
What Is Content Marketing?

What Is Content Marketing?

One of the key Australian trends for 2013 that we discussed in our article Marketing Predictions For Australian Marketers In 2013 was ‘Content is King’. Everywhere you look, people are discussing the importance of content marketing and why marketers need to develop a sound content marketing strategy to avoid being left behind. This week we decided to get back to basics, the 101, and look at what content marketing actually is, how marketers can use it and also some juicy statistics on content marketing in Australia. The term ‘content’ doesn’t just mean written words, posts or articles. It is much more broad. Basically, content marketing refers to the act of distributing relevant, authentic and quality content and multimedia across any number of channels/platforms, with the ultimate aim of engaging with consumers. By providing consumers with content that they actually want to watch, read, learn, enjoy and share, creates a positive brand experience and strengthens the brand relationship. The end result is increased brand awareness, traffic, customers and ultimately sales. We’ve compiled a list of some of the common channels/platforms that marketers may use in their content marketing strategy: Social media Email newsletters Commenting, posts and articles Graphics, infographics, images, memes, photos and comics (e.g shared on sites like Pinterest and Instagram) Slides, graphs and charts (e.g distributing via websites like SlideShare) Video, webinars and podcasts Events, presentations, papers, ebooks, articles and case studies Online forums Tools, apps and games Now you may be thinking, I wonder what other marketers are doing? Well, as promised, let’s get into some juicy Australian statistics released by the Content Marketing Institute a couple of weeks ago: 96% of Australian marketers...

A Brave New World – Social Customer Relationship Management

We are currently witnessing societal and business change not seen since the industrial revolution. The combination of mobile phones, the internet and social channels are revolutionizing every aspect of our lives. Within this brave new world where the customer is ‘front and centre and totally in control’ in terms of what and how they want to be engaged, we need to re-evaluate the traditional means of communication with current and potential customers when it comes to the online environment. Social Customer Relationship Management (SCRM) businesses have the ability to combine social media engagement with customer relationship management. For savvy businesses looking to capitalise on the next stage in the social/ technology revolution, SCRM is the next frontier. Presently there is a stampede of businesses jumping into social media via Facebook, Twitter, Blogs, etc. Unfortunately there are very few businesses that really ‘get’ social media and the opportunities it provides. For those businesses that understand the opportunity, SCRM provides them with vehicle to locate and engage with their customers. Gone are the days of trawling through business directories or purchasing email lists. Business can, for the first time, locate their target market in the numerous social channels, blogs and online communities. There are a number of ways you can locate your target market and l am happy to supply these to readers who are interested in receiving this information. All you need to do is either shoot me a message via Twitter @thesocialtonic, Blog thesocialtonic.co or Linkedin: stephenbduggan. Once you have found your customers, you need to interact with them on their terms not yours. This is the biggest mistake...

The Marketing Cloud: A New Era For Marketing

We attended the Salesforce Cloudforce Essentials day in Melbourne yesterday and we wanted to share with you some of the interesting discussions from the day. Salesforce recently launched Marketing Cloud™ which is a collection of cloud based marketing services to make both internal and external marketing communications easier to manage and be more effective. Derek Laney who is the Director of Product Marketing Management at Salesforce gave a presentation yesterday called “Introducing The Marketing Cloud” which we really enjoyed. Even if you are not interested in using their cloud based platform there were still some great points raised about how we need to engage more with customers, integrate our marketing efforts both online and offline and also measure our performance so we can continually improve and find new opportunities. You might also be interested to check out our article on using Inbound Marketing In Your Marketing Mix where we also discussed the importance of customer engagement. There were three key take outs we wanted to share with you that we took note of from Derek’s presentation: Improve customer engagement via social channels for increased return on investment – Business is now more social so it is more important than ever to align social goals with our business goals. In Derek’s presentation he talked about the real opportunity for marketers to listen to customers in real time and to build and engage with them. Streamline and intergrate both offline and online marketing – While social is exciting it has certainly created chaos for marketers. There’s social media, PR, messaging, marketing, community management, creatives, media, eCommerce, digital etc. We need to find ways to better streamline...

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...

Using Social Platforms for Business

There is a rapidly increasing trend of social platforms and tools being used internally (not just externally) within organisations. This was actually one of the hot topics discussed at the Mashable Social Media Day 2012 Unconference Melbourne held at Inspire9 this past weekend. Long gone are the days of the basic company Intranet with different company areas and static documents. Sure, everyone has a company Facebook page and Twitter account, but are you really connecting to your customers and clients? Are you even connecting with your colleagues? Companies are getting social, so get with the program! We’ve come across a few interesting social platforms we’d like to share with you to help you better utilise and engage your team and connections. Yammer Yammer is a private company social network where you can securely collaborate across departments, countries, content and applications. It is a very popular enterprise social network tool and is actually used by over 200,000 companies around the world. Some of the great features of this software include: Great platform for the company to collaborate, share knowledge and ask questions Improved visibility across the organisation to engage employees Ability to share content by posting to team workspaces and editing in real time Connecting and collaborating with customers and other partners A flexible administration so you can customise and control your network There is a basic network you can join for free to test Yammer out for yourself. There are some great paid packages for more functionality. Icon Spigit are a leading global Social Enterprise company and the minds behind Icon, the free private crowd sourcing platform. It’s a great way to generate...