Marketing Resolutions to Keep in 2013


Resolutions – it’s so easy to make them. But keeping them is a whole different story. However, as the world around us is changing so quickly, maybe it’s a good idea to change with it, keep the promises and deliver against tough targets. Here’s how to stay in the marketing game this year. Continue reading


Where Do You Get Your Digital Education From?

By Russell Easther, ADMA Tutor.

A few years ago I was in a situation to buy my first apartment. It was, and still is, a neat 2 bedroom apartment in Southbank that I’ve called home now for the past 2 years. This was my first property purchase, and the task of learning the property market was not easy.

I spoke to a mortgage broker, but he was quite keen to get me to borrow my maximum lend. I spoke with real estate agents, who were helpful but didn’t advise me on property beyond their list. I spoke with friends who were quite helpful in exploring my options but they weren’t qualified or necessarily had the time to help me out. They were very keen to show me their moves in the big property world, and sell the benefits of what they’ve bought and the surrounding area, but it just didn’t suit me. Essentially, to make this purchase I needed information from an unbiased and professional source and I learned that this was hard to find in the real estate industry.

In my day to day consulting with clients and corporate training for ADMA, I still see many biased and loaded recommendations from marketers and digital agencies both large and small. These agencies are often in the ear of marketing managers, who may not be strategically across the digital channels, and are an easy sell for these businesses. This could be the real estate agent or the mortgage broker preying on the uneducated and first time home buyer. You can draw parallels between this buying situation and the digital marketing situation, (granted: the home purchase usually has more zero’s on the price) but it’s imperative that marketers get the bigger picture of digital, the strategic lay of the digital land, from an unbiased and professional source, such as ADMA. Otherwise, you are probably doing yourself, your brand and career a disservice by not up skilling the in one of the fastest growing channels of the past decade.

Over the past 4 years, I’ve taught hundreds of marketing managers the basics and advanced concepts in digital with no hidden agenda via ADMA’s certificate in digital marketing class and other short courses they offer. My participants graduate digitally empowered, to challenge the agency, have better and higher level strategic conversations with partners and internal department plus feel more confident and informed when they place their marketing dollars in digital channels.

So I’ll ask the question, where do you get your digital education from?

Posted by Russell Easther, The Interactive Group and ADMA Tutor.

Find out more about ADMA’s digital certification and short courses.

9 Steps to a Profitable Loyalty Program

By Adam Posner, ADMA Multi-channel Direct Marketing Certificate Tutor

Loyalty is much in debate these days. Are we as a consumer society as focused on brand loyalty as we are on self loyalty? Self indulgence and the trusted marketing adage “what’s in it for me” perpetuates the selfish intent for oneself.

So are retailers who embark on loyalty programs genuinely giving back to get loyalty or are they simply pandering to the consumers self desire?

Brian Woolf in his article “Loyalty Marketing or Loyalty selling?”[1] states that

“…companies practicing loyalty marketing are recognised by their primary focus on gathering customer data to better understand and satisfy their customers’ needs and measuring, through their customer retention rates, how effective their efforts have been.

Companies who practice loyalty selling are recognised by their primary focus on using their customer data to sell more to them”

The fact is, whether your business is practicing loyalty marketing or loyalty selling, doesn’t really matter. What does matter is that a well structured program will have 2 winners …the retailer who has the customer coming back to purchase, profitably, and the customer getting something in return for coming back to purchase at the retailer.

Young Creatives graduate with distinction

This year’s class of bright young creative stars from DM Creative School were recognised at a graduation party last week. The 14 aspiring Creatives came from a wide variety of backgrounds, some working in agencies or on the client-side hoping to get into the agency world, some fresh out of university, and one even studying for his HSC at the same time!

2011 Creative School students and Wunderman National Creative Director, Matt Batten celebrating their hard work and great achievements on Graduation Night held at Wunderman.

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Facebook B2B Lead Generation: Can you handle the truth?

by Tom Skotidas

I have lost count of the number of times my friends, colleagues, and business partners
have made the statement, “Facebook is for personal use. It’s not for B2B! Try LinkedIn.”

And these are guys who work in the B2B space.

I understand their sentiment. Since its inception, Facebook has always been an
intimate space reserved for friends and family, or very close professional
associates. The types of friends with whom you feel comfortable sharing your
life’s novel, including the mandatory cheesy pictures and funny banter.

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Marketing Automation – Making It Work


Imagine for a minute that you want to test an online software package. You sign-up for a 30-day free trial, provide your contact details and consent, download and
install the software and you’re up and running.

You’re busy playing with the software and the phone rings. It’s a salesman from the software company calling to find out if you’re enjoying the software and if you have any questions. You’re slightly taken aback, but impressed nevertheless with the timing of the call – but of course – the system knew you were logged-in and sent an alert to the salesman. And that’s why Marketing Automation (MA) is so powerful.

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The 10 Direct Marketing Copy Commandments

by JoN Maxim

1. When in doubt, chop it out
Think back to school. Those wonderful essays we had to write – up to 2500 words on ‘What I did this Christmas Holidays’. If we wrote 2,501 words, we’d succeeded, right?

If we wrote 2,499, we’d failed. What was rewarded was the amount of words. Lots of them. Fluffy, blah-blah text that filled up the page, made up the numbers.

It’s fine to fill your teacher’s time up with more words than necessary, but not your audience’s. Delete, delete, delete, so that every single word has purpose. Then delete some more.

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Net Promoter Links to RFM


From the early days of data-driven marketing, it has been known that marketers can predict which customers are most likely to respond to an offer by ranking them on the basis of;

  • how Recently they have transacted with you
  • how Frequently they have transacted with you
  • how much Money they have spent with you.

It is also well known that of the 3: RFM, Recency is the best predictor of future business.

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7 Tips to Remarkable Results with a Cross Media pURL Strategy


There are many factors that combine for a Cross Media Personalised URL (pURL) Strategy to drive remarkable results. As a mandatory, your customer data should be accurate enough to reach a customer and personalise even at a basic level – by name.

Preferably you have more specific and relevant purchase behaviour data that you can populate a pURL with.

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Best Practice Guidelines

ADMA’s series of best practice guidelines have been developed to help members achieve better results through more enlightened use of direct marketing. The guidelines go beyond members’ legal requirements and provide information on responsible direct marketing practices and benchmarks.

The guidelines are designed to address common issues that may occur, advise what is best practice and provide guidance to help avoid mistakes.

Best Practice for Digital Marketing >
Best Practice for Direct Mail >
Best Practice Guidelines for Contact Centres by Marketers >
Environmental Guidelines >
Chance Draws and Competitions >