Australia to lead the charge on the Privacy Debate

By ADMA

In a connected world more and more digital data will created, stored and shared. Consumers are already sharing incredible amounts about themselves through email, on social networking sites, and the list is growing. Sharing has become a daily routine in the online world. While new technologies and platforms constantly emerge; consumers are quickly accepting and adjusting faster than ever to these new forms of expression online. Individuals are becoming more open about what they share and with whom; something that wouldn’t have happened before the era of social networking. Social networking sites in turn are evolving to be more than just an enjoying pastime – they are becoming tools for people to express and shape their own identity. And it’s this identity that marketers use to market to them. An identity that defines who they are, and what their interests’ and dreams are. In the light of these new habits of sharing, the Australian Government has proposed a new privacy law to overcome the issues surrounding identifying people online. But what does this mean for marketers in the future? Continue reading

Big Data, Enables Big Insights, and Delivers Big Results

The world is infinitely more complex and fragmented. With the emergence of digital channels, marketers have new challenges to address in terms of how to effectively navigate issues like ‘big data’ in the most effective way. As the lines between traditional and digital marketing disappear, there are many who insist that a singular focus can help understand the complexities of this new marketing era. Big data promises to enable marketers to effectively master the dizzying array of data and technology and enable marketers to make for better decision-making. But can it to turn digital data chaos into valuable, usable data for marketers? Continue reading

What’s your Brand Story?

By ADMA

Firms have been creating and curating relevant and compelling materials that position themselves as industry experts or a brand deserving of loyalty for many years, but the shift in focus to content marketing has been gathering pace. In an August 2011 survey from the Content Marketing Institute around 60% of (B2B) firms said they would increase their content marketing in 2012, while in a more recent survey (Feb 2012, US Creative firm Outbrain) 82% of firms said they expected to increase their content marketing efforts.

The upsurge in interest in content marketing has been fuelled largely by consumers themselves. In a survey of internet users by JZ Analytics in 2011, 54% of those polled said they consumed over 20 hours of digital content per week. Of course this is not just material put out there by firms wanting to engage with them, it includes user generated content. However it does show that consumers are receptive to good quality content, and will actively seek it out at various stages of the buying cycle for all manner of products and services.

So the battleground for consumers’ attention is shifting from traditional advertising channels to content and the brands with the best content will be the winners. So what is good content and how do you develop a winning content strategy?

People are inspired by stories and with the aid of examples, Richard Parker, Head of Digital at Edge, will show how successful brands have used storytelling to build their brand during our new content marketing short course. As he says in his white paper ‘Tell me a story’ – “The creation of a compelling and powerful brand is essentially the result of creating a story people want to be a part of”. The paper goes on the cite 27 ways in which marketers can create a great story.

In the one day content marketing course Richard will explain how to leverage archetypes, metaphors, myths and legends to inform your content strategy – and engage more closely with your audience.

 

Secrets to Success for Award Winning Online Retailer

By Mark Capps, CEO and Co-Founder, Sneaking Duck

These days, it is not only necessary to understand what your customers want but also to think outside the box. To become more effective and achieve greater results, you need to add creativity and fun into the equation and exploit the power of available technologies. Mr Capps explains, “we want to create the best possible customer experience for buying glasses. And technology allows us to not only match, but beat, the offline offer. We launched our try-on at home product as an innovative way to get products into peoples’ hands. For us it’s not about online or offline, it’s about how to make the experience great, and using technology to achieve something amazing.” Continue reading

Driving Innovation with a Clear Mobile Strategy

Kim Eupene, eCommerce: Social Media & Mobile Analyst, Virgin Australia

Without a clear mobile strategy, it can be impossible to recognise when and what to invest in – and investing in everything is likely to prove too costly and demanding for any organisation to successfully maintain,” says Kim Eupene, e-Commerce: Social Media and Mobile Analyst at Virgin Australia.

Smartphones are part of people’s everyday lives, and it has become vital for businesses to take advantage of the opportunities given by these tools. Fast changing mobile behaviours need to be clearly analysed in order to offer customers what they are looking for. Ms Eupene explains that “at Virgin Australia we place a lot of value in research and feedback from our guests. Understanding how our guests are interacting with us, what tools they are using to do this, and what we should be doing better to improve their experience with us are all key.”

Our Mobile Planet: Understanding the Mobile Consumer, a recent report undertaken by Google, has revealed that 52% of Continue reading

ADMA in Canberra to Discuss Privacy Concerns

By ADMA

ADMA CEO, Jodie Sangster, met with officials from the Attorney General’s Department last week to discuss concerns with the proposed new privacy laws.

The meeting was set up after the Government introduced the new proposed privacy law in parliament last week. ADMA raised concern that last minute changes had been made to the law, which have significant implications for direct and digital marketers and the broader advertising community.

The major issues raised by ADMA during the meeting were: Continue reading

Domain Name Game Changer for Marketers

By ADMA 

Last week, the Internet Corporation for Assigned Names and Numbers (ICANN) – who has the responsibility for maintaining the Internet’s domain name system – revealed that it has received nearly 2,000 applications for the new generic top-level domains (gTLD’s).

This rollout will mark the greatest expansion of the internet’s infrastructure since its creation. It has yet to be revealed how these organisations plan to use the domain names – which cost a whopping $185,000 for the application fee alone. The bigger question is how these organisations plan to use these domains as a digital marketing tool?  Continue reading

Consumers need Opportunity for Self-Expression and Creativity

By Victoria Doidge, Director Marketing, Communications and Customer Service, Sydney Opera House

“Consumers are increasingly disenfranchised with simplistic advertising and want to be engaged with a richer narrative via platforms on which they can participate in the conversation,” says Victoria Doidge, Director of Marketing, Communications and Customer Service at the Sydney Opera House. Entertainment companies have been particularly challenged by changes in customer needs. The necessity to create content that will engage wider audiences and change their perception, has given rise to the Sydney Opera House embracing social, video and mobile platforms. “We have been focussed on building deeper and more interactive relationships with our customers,” Doidge explains.

Starting with the Ship Song Project, and moving to the recent live streaming of Vivid Events on YouTube, Doidge has managed to create an innovative digital content strategy based on engaging and immersive content. “To love (or even like) a brand, the contemporary consumer needs to be afforded some opportunity for self-expression and creativity,” Doidge affirms. Continue reading

What are your Customers Telling You?

David Olsen, Head of Social Media and Online, Appliances Online

“Consumers now have a voice, a very powerful voice that they didn’t have before” says David Olsen, Head of Social Media at Appliances Online, the multi-million dollar online retailer that started in 2004.

The retail industry has been hit hard by the global financial crisis and, by the change in customers’ behaviours and needs. It has become a necessity for retailers to make sure they understand what their clients are looking for and deliver a prompt service.

Online retailers such as Appliances Online have come to the conclusion that what keeps businesses ahead of the competition is “the ability to deliver a better customer experience. If you aren’t continually refining your service by listening to your customers, you will stagnate while your competitors do” Olsen affirms. Continue reading

3 Reasons Why Relationship Marketers Need Display

 By Scott Jones, General Manager for Display at Responsys

About a month ago, I had the pleasure of taking part in the ‘Future of display advertising’ panel at ad:tech Melbourne alongside Marc Barnett from ninemsn and Paul Fisher, CEO of IAB Australia. We came together to discuss the role of display as a marketing channel, its increasing value to marketers and what this resurgence means for today’s cross channel marketing programs.

While we all know that display has an been an integral part of a marketers’ tool kit for years, with the advent of new cookie tracking technology, its value to the relationship marketing mix is more significant than ever. Let me explain what this means for marketers by covering some of the points I raised on the panel.

1.  There is no more ‘batch and blast’ with display

Display technology is now at a point where it is becoming so personalised that marketers can target consumers with far greater precision – similar to what happened to email over the past decade. Today marketers not only have more data available to them, but the granularity of the data has vastly improved. This provides new opportunities for marketers to increase their return on investment. However, if marketers are to see real returns from their display marketing, they need to combine this approach with email and other channels in an automated and orchestrated manner – signalling a well overdue end to the ‘batch and blast’ approach.

2.  Knowledge is power

It’s important to note that while return on display marketing is generally lower than email, it increases significantly when the two are combined. At Responsys we provide an environment where marketers are able to interpret the information they hold on their customers and orchestrate it into their cross-channel marketing strategies. Take Dollar Thrifty, for example. By serving well-timed and personalised display ads to customers who had received email offers, they realised over 22% revenue lift. The message is clear – for optimum success, marketers need to combine their email and display strategies. It’s not rocket science, it’s smarter marketing.

3.  Finding the cash cow

While the environment today is challenging, marketers should not use this as an excuse to rest on their laurels. If marketers want to get ahead in this challenging consumer environment, they need to innovate and focus on orchestrating coordinated campaigns. They need to turn this ‘challenge’ into an ‘opportunity’ by leveraging technology and automation. If they do, it will free them up to develop new strategic programs that will drive their business success.

To learn more about Responsys Interact for Display, visit http://www.responsys.com/suite/display.php