Digital marketers using data in ‘rear view mirror’ and failing to keep track of customers
A lack of skills, a failure to track consumers and using data in a retrospective rather than forward-thinking way is holding back Australia’s digital marketing industry, according to an ongoing study.
Despite leading the way in Asia Pacific in the adoption of digital, Australian marketers have been told there “is still a way to go” before they unearth its true potential, according the CMO Council’s third annual APAC Digital Marketing Performance Dashboard, produced in association with Adobe.
“We are finding that key areas of digital marketing are progressing and improving. Leadership is embracing digital marketing and we are stepping out of that sense that everything is in testing and piloting,” said Liz Miller, CMO Council vice-president of marketing programs and operations. “They are seeing it as a key channel not just from a competitive advantage viewpoint but also engagement.”
Liz has hit the nail on the head – data is so much more valuable when it’s actionable, rather than just a success indicator! http://bit.ly/1i7EeD9
As a baby boomer who has been involved in the challenge of retailing for around 40 years, I cannot understand the resources being put in to attempting to maintaining a life long relationships with customers.
We are a nation of retailers and by default price discounters. Most customers only care what’s in in for them at the time of purchase, very few now ever shop at just one location and the primary driver for any sale is the consumer believing they are getting a a fair deal at the time for the product they are looking at purchasing. ,
Serve each of your you customers well, tell them the truth and respect them.
I would challenge this statement
“We have created these experiences where we are telling the customer quite actively that we don’t care about our total relationship, we only care about this moment in time.”
and say that it is the consumer that only cares about this moment in time.
Remember this, as at a local level, we will never have enough marketing funds individually to change this
How many Aussie FB pages, Twitter accounts, LinkedIN accounts, blogs, email campaigns would make it compared with the rest of the world like USA, Canada, Europe, HK, Singapore, India? Not many though ScienceAlert is one of the good ones from Australia under FB. BuzzSumo is 1 tool which would show that (content marketing connected to social networks and apps like MailChimp). How many are actually good at integrated and cross channel marketing? Again, not many. Like getting conversions from social or search to websites (not just using for engagement) and that includes using a Welcome Page on FB connected to the homepage or even other social media platforms. Another way is to have an About Page on FB connected to the main links under the website. Brings about more interaction with people that brings about leads and contacts. How many connect it to CRM platforms or other cloud platforms? How many use integrated analytics? How many individuals even do their own branding? Real estate agents, doctors and other health professionals, teachers, etc aren’t just ranked but their content is shared with clients and customers via social media platforms and blogs (Zillow, realestate.com.au, Trulia, healthgrades.com, webmd are just few examples) and all of them are into personal branding which helps them in becoming influencers or authorities on sites. Don’t have to a big shot to become these but do need to do marketing/branding/PR/advertising well. NOTE:Outbound marketing/PR/advertising isn’t the same as inbound and integrated and cross channel marketing/PR/advertising as not enough with creativity and yapping as need IT, analytical, journalistic and strategic skills that come out of analytics as well.
90 to 99% of Aussie businesses are SMEs (McCrindle Research) which is why Australia’s a small business nation. How many of them even have a website let alone other things? Not many as can be seen under the directory under the small business forum Flying Solo or http://www.abpd.com.au/ etc.
Twitter is more used for authorities but how many are there from Australia? Not many which both Wefollow and Buzz Sumo would show though there are many other tools to show those.
How many LinkedIN influencers exist from Australia? Again not many + how many influencers on other social platforms or even apps like email marketing? Again, not many and BuzzSumo is 1 of the tools that would show that.
And anyway, if you look at it, Alexa too would show that Australia doesn’t rank well and same goes with Social Bakers. And if one wants to look at brands, well, can look at brandirectory.com of Brand Finance or Interbrand of Omnicom or BrandZ of WPP, again there Australia ranks low. Can also have a look at WORLD LEADING START-UPS – again Australia is down – startupranking.com. Atlassian the 2nd best from Australia has already headed for UK just like many of the innovative firms from Australia.
The other good tools to use are Moz, SEMRush, Netvibes, Hootsuite, Hshtags, SocialMention, Google Analytics, ClickTale or CrazyEgg (heatmaps as Google Analytics isn’t enough), Salesforce, etc.
https://www.facebook.com/BondRealEstate is 1 good example for FB page for CONVERSIONS though not the best.
4 webinars that might interest all and which are interconnected. 1st by Futorologist and Marketing Consultant would show-Embrace Change and Get Things Going(http://mediacontent.sitecore.n.....2099166001). Four key points there are Speed, Individualism (H2H), Simplicity (like smart phones-Steve Jobs came out with it as a phone but it’s more than a phone) and Connectivity including cross channel marketing/PR and integrated marketing/PR.
2nd, connected to the previous 1 is https://www.brighttalk.com/webcast/5910/119203 (The CMO + Technology Connection). It shows the specifics in integrating the different apps through platforms and the need to use strategies (and that includes couple of landscapes including Marketing Technology Landscape as well as the fact that there are more than 1600+ apps out there within this area). It also shows the need of senior management and leaders coming together to make those strategies including for choosing right tools including integration which also involves both CIO and CMO. And it also shows that these steps are necessary as customers these days are definitely the kings and so to know their needs, it must be even more personalised by using analytics and intelligence (As previous webinar showed, B2B and B2C are out and now it’s H2H). If you need to login to watch it, go ahead as it’s free and they have loads more webinars there for free.
3rd, https://www.youtube.com/watch?v=X9uxjNduZaA which was put up in 2013 and has been under YouTube since then – “The Future of Digital Marketing Services: Where Will Agencies be in 2014?” – shows a couple of ways of how Integrated and Cross Channel Marketing can be done.
4th, https://www.brighttalk.com/webcast/11575/125963 – Video Guide: Creating Killer Marketing Content shows how an organisation can get buyer or seller persona through surveys via FB, Websites, Blogs, etc using Cross Channel Marketing (as mentioned in the above message-can have a separate section for Welcome, About Us, Surveys, etc under various social networking platforms and apps including MailChimp which is again a cloud platform and 2nd, 3rd and 4th webinars are of course interlinked a lot to each other as well as to the 1st webinar) and use that for killer marketing though that’s just tip for getting killer content as there are loads more to do for it including reading, researching and analysing a lot for each app, platform, etc.
NOTE:Outbound marketing/PR/advertising isn’t the same as inbound and integrated and cross channel marketing/PR/advertising as not enough with creativity and yapping as need IT, analytical, journalistic and strategic skills that come out of analytics as well.
What I mentioned above (webinars and previous message), just the tip as INBOUND MARKETING involves LOADS OF READING, RESEARCHING, ANALYTICAL AND OTHER SKILLS AS MENTIONED JUST BEFORE.