By Simon O’Day, VP Asia Pacific, Responsys
For the past three years, Responsys has published The Big Australia Report in an effort to benchmark and advance the practices of digital marketing in Australia. A few key findings from the 2011 report include:
- More than three quarters (77%) of large Australian companies are using social networks for lifecycle marketing activities, with 63% “significantly increasing” focus on social, primarily with Facebook and Twitter.
- Nearly one in three (30%) companies is sending mobile messages to customers, primarily alerts such as reminders and confirmations. There was also a 300% increase in the number of emails opened on mobile devices.
- For the first time, the majority (62%) of Australian companies are tailoring their campaigns and messages according to preferences or behavior of their customers.
- As companies better understand their customers, they have moved from broadcast to targeted campaigns, meaning that emails are sent to fewer people for whom the message is relevant. For example, the number of campaigns increased 115% while the number of emails rose only 33%.
- 42% of direct marketing campaigns include a social element.
This year’s survey seeks to profile the Australian Digital Marketer by gathering marketer’s views on things like: How digital marketing is structured within organisations, what channels and metrics are being used and how often, the ability to automate and analyse data, the outlook for digital marketing in Australia and more. As we all know, a lot can happen in digital marketing over the span of one year, so I’m looking forward to seeing what findings this year’s Big Australia report will uncover.
This year Responsys will donate $5.00 AUS to charity: water for each completed survey to help bring clean drinking water to people in developing countries. As an organisation, Responsys works closely with charity: Water and has helped raise more than $30,000 USD for the organisation to date.
The survey only takes a few minutes to complete, so please help us benchmark and advance digital marketing in Australia while supporting international water projects. Click here to begin.