The ADMA Email Expert Group has just reviewed the results of its poll that went out to 16 leading Australian companies. The poll’s results shed some light on current industry trends, as group members suggest. Continue reading →
By MIKE VASAVADA, DIRECTOR OF MOBILITY SOLUTIONS, MOBIDDICTION
Courtesy of mobiDdiction
Many businesses are still trying to provide customers with the best possible solutions via their desktop websites, but mobile has added a new level of complexity to it.
The technology and the platforms used are unique in many ways and mobile, as a channel, cannot be ignored anymore. Here’s a number of ways mobile can assist in growing your business or brand. Continue reading →
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 →
Just over a week ago, the first Expert Group meeting took place. With over 70 senior marketers attending there were a number of critical marketing issues and emerging trends identified.
Two interesting statements that stood out included: 1. Demystification of Marketing
The issues each group had in this area was mainly around the ‘buzz words’ that marketers use. Many of us use various statements, however many marketers openly admit that there is disparity on the definition of certain terms. A prime example of this is the term ‘Big Data’, which has appeared frequently in the past year, but means different things to different people.
The challenge will be to ensure marketers are talking the same language. It’s about making the “complex simple and the simple compelling”, as Phil Smith, Managing Director of Apparent stated.
By Theo Noel, Regional Director Australia/NZL, Return Path
Return Path recently announced the findings from its bi-annual “Global Email Deliverability Benchmark Report, 2H 2011, which analyses over 1.1 million email marketing campaigns. For the first time in the history of this report, we witnessed a sharp decline in worldwide inbox placement rates (IPR) for the second half of 2011, with only 76.5% of legitimate email reaching consumer inboxes globally.
For Australia, the study reveals that inbox placement rates for commercial email remain at just 81% on average, with 2% going to spam folders and 17% quite simply going missing – meaning 1 in 5 legitimate marketing emails aren’t reaching Australian inboxes.
The findings from our benchmark report show the effects of a perfect storm: clients are having difficulty in getting their emails delivered, ISPs are tightening requirements on reputation metrics and the number of companies using email to market continues to increase.
The pressure for B2B marketers is on. Modern B2B buyers have an increasing tendency and capacity to research purchasing decisions online long before they engage with Sales. They are empowered with information, and are reluctant from a persistently struggling economy. Winning over modern B2B buyers requires organisations to revolutionise their marketing approach, and the barriers to success are vast.
Facing great scrutiny, we must act on the buyer’s terms, tie all activities into revenue, and continually optimise performance.
As the list of ways to promote your business grows, working out the most effective way to spruik your business can be half the battle. That’s why it’s vital that small-and medium-sized businesses put a solid marketing strategy in place and make sure they don’t deviate from the plan.