Poll Results: Marketers Focus on Acquisition

By Vlad andrianov, ADMA

Acquisition poll results_2

The ADMA Acquisition and Lead Generation Expert Group has just reviewed the results of its poll that went out to 15 leading Australian companies. The poll’s results shed some light on current industry trends, say group members. Continue reading

Australian Marketers Focus on Acquisition Marketing

By ADMA

ADMA has been researching current marketing challenges, future trends and the latest innovations for their direction in 2012. A few very interesting discussions have taken place but the key topic at the moment is acquisition.

Yes customer acquisition is hot in marketing today, particularly seen when companies continue to drive down their sale prices even further, but it’s definitely not a new area. So you may ask why there continues to be a lot of buzz around this topic.

Firstly, acquisition marketing channels are making a comeback after a slight dip in spend that was caused by economically-driven caution on the part of marketers (or their company). But more importantly as society, media and technologies evolve, acquisition does to. How new technologies, social commerce, content and new media are changing reflects on the ways and means that marketers reach out to new customers and continue to engage and convert existing ones.

Developing strong brand awareness is also front of mind for marketers as they try to capture value from a halo effect. Attention is being found on the user experience rather than feeding users with information they don’t want.

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Whitepaper Spotlight: The End of the Line for Marketers

By ADMA’s Multi-Channel Acquisition Council

It seems the marketing industry has always discussed and been divided by “the line”.  It has categorised marketers and agencies as specialists in either above-the-line or below­ the-line, but in recent years, the line is blurring as more marketing efforts take on a full 360° approach.

ADMA’s Multi-Channel Acquisition Council has challenged this ancient thinking through their whitepaper “The line doesn’t exist. An overview of how above-the-line media are becoming direct”.

The whitepaper delves into the various channels and how each are changing and have evolved to become direct.

How is online advertising becoming direct?

Once the realm of annoying pop up banner ads and spam emails, online advertising has had to work hard to rebuild its credibility. Peter Davies from Adconion feels that the online industry has created a rod for its own back by allowing the medium to become over commoditised by concentrating on clicks; “there is more to online than this”.

It is this type of blind  focus on Cost Per Click or Cost Per Acquisition in display advertising  that Peter Davies feels is detrimental because there “is nothing about the user, instead they are focusing on the media objective and only sometimes the business  objective. It should be about knowing who these people are and what messages will make them engage and ultimately purchase a product online or in the real word. That is where demographic targeting, behavioural targeting and retargeting come in.”

Then behavioural targeting finds customers whose online surfing patterns and habits indicate they will respond well to a specific offer. Jupiter Research states that 65% of online shoppers say that they pay more attention to behaviourally targeted advertising, than contextually targeted advertising.

Peter Hunter from iProspect  feels that only about 10-15% of companies are making the most of online  targeting capabilities- “the  full suite of online’s opportunities hasn’t  been  fully explored yet” … so there  are a wealth of opportunities out there  for those  who can get  this right.

How is TV becoming more direct?

TV is at a pivotal stage in its lifecycle where it needs to adapt. TV has historically been seen as one of the most effective mediums for mass communication, but in today’s world of interactivity, it has to change to still be relevant. Advertisers are demanding greater targeting and accountability, which will be the way of the future. TV will become more direct – much like a computer IP address leaving advertising and marketing more targeted and relevant.

One interesting point from the whitepaper was the fact that TV is becoming a two way medium capable of direct marketing rather than just a one way medium of advertiser message to consumer’. Only time will tell with this medium can offer marketers….

How is radio advertising becoming direct?

When TV was launched, many thought radio would die. Reality has turned out far from that as radio continues to play an integral part in the lives of many Australians.

From a marketer’s perspective, radio has some distinct targeting advantages. Radio is a live omnipresent medium that is consumed at home, at work, and in the car, offering unique day-part targeting opportunities. Ralph Van Dijk from  radio specialist agency Eardrum  claims that with radio  “we know what they  are doing at that point in time, and can tailor  our creative accordingly to be more targeted, relevant and effective.”

In terms of direct response, the link between radio and online is well established, which according to Nielsen, over 80% of people who hear a relevant radio commercial referring to a website have visited that website  as a result.  Digital radio means more channels, more listeners, and from an advertiser’s point of view, this all means customer segments are now easier to target. More channels means brands  have the opportunity to develop integrated branded programming to add  value to distinct customer segments.

How is mobile becoming direct?

Mobile has always seen itself as having a highly personal relationship with its user­ the consumer. Marcus Giles from Telstra Media states that the power of the consumer is continually growing and consumers should be seen as partners, especially as they can reject you before they have even met you! Getting consumers to “self-select” their interest for relevant opportunities is key. For example Audi used Telstra Mobile to reach their specific target customer for the launch of a new Audi. Direct  integration into Audi’s CRM system provided a real time view on customer queries, meaning that a hot lead could be acted upon  almost immediately. Morgan Stanley’s renowned Internet analyst, Mary Meeker believes “more users may connect via mobile devices than desktop PCs within 5 years”.  This statement is already becoming reality in Australia­ Telstra reports that approximately 75% of users to some high profile online properties

In summary, the whitepaper discusses the personal and portable nature of mobile which allows marketers to be relevant and valuable based on the consumer’s location, behaviour and current situation.

How is print advertising becoming direct?

Print media is one of the earliest forms of communication. In fact you could say that print -media launched mass media and marketing from what had been up until then one to one communication. Joe Talcott from News Ltd said in the whitepaper that press is often labelled as “the poster boy for a dying media” but Joe feels this is far from reality. Peter Hunter from iProspect highlights how offline also drives online. “In the past we have seen clients stop their offline advertising, because search was delivering the results. However when they stopped advertising, all of a sudden the search results dropped off.”  Peter Hunter feels that about 67% of search comes from an offline source such as direct mail and so stopping this source is not recommended.

Conclusion

This paper has shown that each of what was seen as the “traditional above-the-line” mediums are fast becoming capable of direct marketing, signalling the end of the line. Traditional mass market channels have to adapt to a more interactive landscape to remain relevant. The old patterns of dominance are changing given the greater insight into consumer behaviour that is now available with intelligence.

It’s clear from the whitepaper that increasingly sophisticated and selective consumers can abandon channels if they fail to stay relevant. Even the supposedly ‘new’ technologies are re-inventing themselves and their application to adapt to this rapidly changing environment. It’s an exciting time to be in direct marketing -some channels will prove to be less effective than others in the increasingly crowded media landscape, but all will provide greater insight into consumer behaviour. All channels now have the capability to be direct it is now up to the marketer to adapt their thinking and finally remove “the line” for good.

The whitepaper was produced by Allison Ells and Chris Maloney from ADMA’s Multi-Channel Acquisition Council. Click here to view the full whitepaper on ADMA Dialogue.


Maximising your Acquisition Performance through Digital in a Changing Landscape

Presentation Spotlight: Allyson Hohman, Marketing Manager – Digital, SEEK

Allyson recently spoke at ADMA’s Multi-Channel Acquisition seminar and made some very interesting points about acquisition; the way it was approached a few years ago, and what we should be aspiring to now and in the future. In short, it’s clear that change is here to stay.

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Customer acquisition: staying ahead of the changing game

by JODIE SANGSTER.

ADMA’s Multi-Channel Acquisition Marketing Seminar will take place on the 5th, 7th and 8th December (Brisbane, Melbourne, Sydney) bringing together leaders in acquisition marketing under one roof to discuss the latest and greatest customer acquisition techniques and strategies.

It is clear the customer acquisition game has changed! Direct mail has always played a pivotal role in customer acquisition and is still considered one of the most powerful acquisition channels.  However, times are changing. Consumers making purchasing decisions require more information at their fingertips – a trend which will only be heightened with the proliferation of smartphones. That is not to say direct mail takes a back seat – far from it.  Instead, incorporating new channels, such as mobile, to enhance the effectiveness of traditional channels, such as direct mail, we can make the customer journey easier and quicker, increase response rates and ensure our direct marketing dollars work harder.

Mobile marketing and direct mail are now logical partners. Incorporating mobile elements into a direct mail strategy bridges the gap between traditional, proven direct marketing channels and new digital media. It allows direct mail, a once static channel, to become instantly dynamic thereby transforming a passive activity into interactivity for minimal cost and effort.

Including QR codes, or even an SMS call to action, can enhance any direct mail piece by providing  an easy to use consumer call to action, and encouraging the customer to learn more about the product or service at that moment of interest.

For example, a Bloomingdale’s direct mail piece successfully embedded mobile touch points to alert consumers of its eleven days of new trends and fashion happenings and ultimately drive them to purchase.

Some of the benefits, from a direct mail standpoint, of adding a mobile call to action are.

  • Increases the ability to better measure.
  • Allows the direct mail message to be tight and succinct with any additional information being provided through the electronic aspect.
  • May reduce cost if less material needs to be printed and more information can be provided on line
  • The recipient can immediately interact with the company or brand rather than have to put off the activity until he or she is in front of a computer.

The benefits of a multi-channel acquisition approach are clear. The next step is mastering which channels to use and how to resonate with your audience to produce the best response. To hear from the experts I hope that you can join us at the ADMA Multi-Channel Marketing Seminar. I look forward to seeing you there!

Jodie