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SALMAT MID-TIER
MARKETING INDEX
FOUR KEY FINDINGS
2
1 ONE IN FOUR MID-TIER MARKETERS
	 DON’T KNOW THEIR ROI
2 OFFLINE CHANNELS ARE HAVING A
	RENAISSANCE
3 MAJOR DIGITAL STR...
3
ONE IN FOUR
MID-TIER
MARKETERS
DON’T KNOW
THEIR ROI
Frequency of measuring
marketing activities
31%
Always
44%
Often
20%...
4
ONE IN FOUR
MID-TIER
MARKETERS
DON’T KNOW
THEIR ROI
When asked why they don’t
measure, two-thirds (65%)
of respondents s...
5
OFFLINE
CHANNELS
ARE HAVING A
RENAISSANCE
When asked what channels mid-tier
marketers plan to use in the next 12
months ...
6
OFFLINE
CHANNELS
ARE HAVING A
RENAISSANCE
Catalogues reach around 21.8 MILLION
AUSTRALIANS Australians every week,
and 5...
7
OFFLINE CHANNELS
ARE HAVING A
RENAISSANCE
However, the most effective
marketing campaigns combine
offline and online cha...
8
EMAIL MARKETING REIGNS SUPREME
Email marketing is second only to the company’s
website in terms of investment and effect...
9
EMAIL MARKETING
REIGNS SUPREME
Email marketing is important because it helps to solve
the top three challenges mid-tier ...
10
EMAIL
MARKETING
REIGNS
SUPREME
Email marketing is efficient
because it can be automated,
personalised and can reach the...
11
MAJOR DIGITAL
STRATEGY
DISCONNECT
BETWEEN
WEBSITES
AND SEARCH
While websites are the most
popular channel for mid-tier
...
12
MAJOR DIGITAL STRATEGY
DISCONNECT BETWEEN
WEBSITES AND SEARCH
TOP CHANNELS MARKETERS ARE PROFICIENT IN:
TOP CHANNELS MA...
COMPANY WEBSITE
EMAIL MARKETING
SOCIAL MEDIA
ONLINE ADVERTISING (DISPLAY)
ATTENDED,EXHIBITED,SPOKEATEVENTS/TRADESHOWS
MOBI...
14
METHODOLOGY
This report uses data from an online survey that SSI conducted on behalf of Salmat between 6 December
2016 ...
1300 725 628Level 3, 116 Miller Street,
North Sydney,NSW 2060
Salmat is a leading Australian marketing services business. ...
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Salmat Mid-tier Marketing Index (SMMI)

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ASX listed Australian Marketing Services organisation, Salmat Limited, conducted research into the marketing activities of mid-tier businesses in Australia to create the Salmat Mid-tier Marketing Index (SMMI). There were four key findings of this research.

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Salmat Mid-tier Marketing Index (SMMI)

  1. 1. SALMAT MID-TIER MARKETING INDEX FOUR KEY FINDINGS
  2. 2. 2 1 ONE IN FOUR MID-TIER MARKETERS DON’T KNOW THEIR ROI 2 OFFLINE CHANNELS ARE HAVING A RENAISSANCE 3 MAJOR DIGITAL STRATEGY DISCONNECT BETWEEN WEBSITES AND SEARCH 4 EMAIL MARKETING REIGNS SUPREME
  3. 3. 3 ONE IN FOUR MID-TIER MARKETERS DON’T KNOW THEIR ROI Frequency of measuring marketing activities 31% Always 44% Often 20% Sometimes 2% Rarely 3% Never ALWAYS NEVER 1 IN 4 SOMETIMES, RARELY OR NEVER EVALUATE EFFECTIVENESS One quarter (24.9%) are failing to measure the results of their marketing investments. MEASURING PERFORMANCE 1
  4. 4. 4 ONE IN FOUR MID-TIER MARKETERS DON’T KNOW THEIR ROI When asked why they don’t measure, two-thirds (65%) of respondents said it’s too time consuming. TOP REASONS FOR NOT MEASURING PERFORMANCE 65% 15% TOO TIME CONSUMING DON’T KNOW HOW TOO DIFFICULT 10% 1
  5. 5. 5 OFFLINE CHANNELS ARE HAVING A RENAISSANCE When asked what channels mid-tier marketers plan to use in the next 12 months that they don’t already use, the top three responses were: Letterbox drops (15%), print catalogues (12%) and magazine advertising (12%). MARKETERS PLAN TO TRY NEW CHANNELS 1 2 3 4 5 15% Letterbox drops 12% Printed catalogue 12% Magazine advertising 12% Email marketing 12% TV advertising 2
  6. 6. 6 OFFLINE CHANNELS ARE HAVING A RENAISSANCE Catalogues reach around 21.8 MILLION AUSTRALIANS Australians every week, and 58% OF READERS do end up buying afterwards. 2
  7. 7. 7 OFFLINE CHANNELS ARE HAVING A RENAISSANCE However, the most effective marketing campaigns combine offline and online channels. DIGITAL AND TRADITIONAL 2
  8. 8. 8 EMAIL MARKETING REIGNS SUPREME Email marketing is second only to the company’s website in terms of investment and effectiveness. INVESTMENT BY CHANNEL COMPANY WEBSITE 73% EMAIL MARKETING 62% SOCIAL MEDIA 43% TOP THREE most popular channels for investment 1 2 3 3
  9. 9. 9 EMAIL MARKETING REIGNS SUPREME Email marketing is important because it helps to solve the top three challenges mid-tier marketers face. FOR MID-TIER MARKETERS 2 3REACHING NEW CUSTOMERS1 RE-ENGAGING PAST CUSTOMERS CREATING A LOYAL CUSTOMER BASE 3
  10. 10. 10 EMAIL MARKETING REIGNS SUPREME Email marketing is efficient because it can be automated, personalised and can reach the customer on every device. 3
  11. 11. 11 MAJOR DIGITAL STRATEGY DISCONNECT BETWEEN WEBSITES AND SEARCH While websites are the most popular channel for mid-tier businesses to invest in (72.7%), there is very little investment in search. COMPANY WEBSITE EMAIL MARKETING SOCIAL MEDIA TRADE EVENTS ONLINE ADVERTISING (DISPLAY) NEWSPAPER ADVERTISING MAGAZINE ADVERTISING PRINTED CATALOGUES ONLINE CATALOGUES LETTERBOX DROPS MOBILE/SMS MARKETING OUTDOOR ADVERTISING RADIO ADVERTISING SEO TV ADVERTISING SEM INVESTMENT BY CHANNEL LAST 12 MONTHS 72.7% 61.8% 43.0% 32.9% 32.9% 32.1% 30.5% 21.3% 20.5% 20.5% 19.7% 16.5% 15.7% 12.4% 10.4% 6.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 4
  12. 12. 12 MAJOR DIGITAL STRATEGY DISCONNECT BETWEEN WEBSITES AND SEARCH TOP CHANNELS MARKETERS ARE PROFICIENT IN: TOP CHANNELS MARKETERS ARE AMATEUR IN: 19% TV ADVERTISING 53% ONLINE CATALOGUES 50% ONLINE ADVERTISING 59% PRINTED CATALOGUES 20% SEM 42% SEO 27% SMS MARKETING 56% EVENTS Why? Mid-tier marketers lack skill and understanding in SEO/SEM, as they are in the top three channels that marketers feel they are amateur at (42% for SEO, 20% for SEM). 4
  13. 13. COMPANY WEBSITE EMAIL MARKETING SOCIAL MEDIA ONLINE ADVERTISING (DISPLAY) ATTENDED,EXHIBITED,SPOKEATEVENTS/TRADESHOWS MOBILE/SMS MARKETING NEWSPAPER ADVERTISING MAGAZINE ADVERTISING ONLINE CATALOGUES LETTERBOX DROPS OUTDOOR ADVERTISING RADIO ADVERTISING SEO TV ADVERTISING SEM PRINTED CATALOGUES 34.1% 28.5% 23.3% 18.5% 16.5% 14.5% 14.1% 13.4% 11.6% 11.2% 8.8% 8.4% 6.0% 8.0% 5.6% 4.0% 5%0% 10% 15% 20% 25% 30% 30% 40% IN 2017 WHAT TRAINING WILL MID-TIER MARKETERS INVEST IN 13 MAJOR DIGITAL STRATEGY DISCONNECT BETWEEN WEBSITES AND SEARCH Only a small number of marketers plan to get some training in 2017 (8% on SEO and 5.6% on SEM). 4
  14. 14. 14 METHODOLOGY This report uses data from an online survey that SSI conducted on behalf of Salmat between 6 December 2016 and 18 January 2017. Answers were collected from 250 marketing business decision makers in Australia mid-tier companies (defined as 25 to 200 employees). Salmat has analysed the data from these 250 mid-tier companies to create this report. TRADITIONAL CHANNELS DIGITAL CHANNELS OUTDOOR ADVERTISING WEBSITES PRINTED CATALOGUES MOBILE / SMS MARKETING TV AND RADIO ADVERTISING ONLINE ADVERTISING (DISPLAY) EVENTS SEM NEWSPAPER AND MAGAZINE ADVERTISING EMAIL MARKETING LETTERBOX SEO In this report traditional channels include: In this report digital channels include: AD
  15. 15. 1300 725 628Level 3, 116 Miller Street, North Sydney,NSW 2060 Salmat is a leading Australian marketing services business. We partner with our clients to help them with the constant pressure of acquiring and servicing their customers, week-in, week-out. With media, digital and customer service capabilities, we have the right solutions for our clients, enabling them to Reach, Convert and Serve more customers. ABOUT SALMAT DOWNLOAD REPORT NOW

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