Keeping up with the Marketing Evolution - August Issue 2009

By Barbara Mansour, Permission Marketing Manager

The Australian marketing landscape is experiencing an evolution. Consumer expectations are changing the way marketers communicate with their customers. The proliferation of digital media devices means that the average person is consuming more media than ever before and through a variety of different channels.

Breaking through the advertising clutter has become a marketer's biggest challenge.

Additionally, pressure to execute more cost effective and efficient campaigns has marketers flocking to digital marketing channels to drive greater return on investment (ROI).

Last month we held another successful digital marketing seminar, outlining key strategies aimed at 'Keeping up with the Marketing Evolution". Senior marketing professionals from banking, commercial and hospitality sectors attended the breakfast seminar.

"Marketers are beginning to realise that going in for the quick win is not longer a viable option in these economic times" said Permission Managing Director Jeremy Glass. "They're reverting back to the fundamentals of marketing focusing more on building long term relationships with customers in order to drive sustained business success" he said.

Jeremy told the seminar that triggered, lifecycle and automated digital communications will play a significant role in the year ahead as companies make an effort to strengthen customer relationships using cost effective and measurable solutions.

"Through the strengthening of customer relationships marketers build trust in their brand which drives sales and increases customer lifetime value" he said.

According to the Fairfax Business Review Marketing Directions Report 2009, 58.2 per cent of marketers surveyed indicated that they would be implementing more email marketing campaigns next year. The main driver of this change is the cost effectiveness of this channel.

Jeremy outlined the three winning factors for business success and marketing ROI for the future:

1.Engagement

Communicating the right information to the right customer at a time when they are most responsive to the message through the right channels ensures that your customers are engaged with your brand and marketing messages.

2.Customer Relationships

"It is imperative to focus on existing customer relationships that mean the most to a business, rather than establishing new ones," he said, and also pointing out that "Loyal customers are your best brand advocates and a ripe source of referrals. It is also 5 to 7 times more cost effective to keep a customer loyal that to find a new one".

3.Digital Channels

Consumers are flocking to the digital space and marketers should be following right behind. Digital marketing channels are highly measurable, drive a stronger marketing ROI, cost effective and above all are highly relevant to the consumer" said Jeremy.

Another keynote speaker Beverley Uther, Principal Analyst and Research Manager for Fairfax Business Research and author of the Marketing Directions 2009 report outlined key findings of the report.

"Marketers believe email marketing and internet advertising to be more effective than other traditional marketing channels" she said.

Beverley explained how email marketing was used two to three times more often in marketing strategies than TV, outdoor and radio advertising.

She revealed that marketers will be focusing on keeping the customers they have as the battle for their wallets is tougher than it has been in a long time.

Jeremy finished by highlighting the need for marketers to start developing longer term relationships with their customers and to learn about and invest in digital channels in order to avoid being left behind.

The breakfast seminar videos and podcasts are available on our website now! Click here to view or listen now.