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Your Supplier & Your Team’s Skillset


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In today’s changing digital landscape a key challenge is instilling the up to date skills and expertise within your organisation to embrace and leverage these changes. Choosing the right supplier to help you bridge this skills and expertise gap is crucial in helping you cope. In this discussion we cover some criteria that you should consider when assessing your options.

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Your Supplier & Your Team’s Skillset

  1. 1. Traction Digital Your Supplier and Your Team’s Skillset
  2. 2. Current Situation? In-house or External Specialist ?In-House: Full time resource needed. Considerablecommunication activity required. Not straight forward todrive on results. Not core business.External Specialist: Use on as needed basis. Result driven.Core business, constantly challenged to outperform.Skillset key to low acquisition and conversion costs! *Source: Responsys Big Australia report / EConsultancys Email Marketing Census 2012
  3. 3. How do I know that my team needs up-skilling? Digital is highly measurable •Measurement of interactions •Bounce from home page •Opens and Clicks on Emails •Call Centre ActivityBenchmark Yourselves – Are you improving?Source: EConsultancys Email Marketing Census 2012
  4. 4. What tools are available for Benchmarking? eConsultancy Hub Spot Monetate MediaPost Maturity AssessmentsSource: EConsultancys Email Marketing Census 2012
  5. 5. What might I need to assess? Design – Multiple Device and Browser Testing Processes – Are they defined? Reporting – Do you have KPI’s? Best Practice – Do you meet these? Legislative – Are you compliant?Technology Advances – Do you know what is out there? Source: EConsultancys Email Marketing Census 2012
  6. 6. Design and Optimisation • Responsive Design • Testing for multi browser/multi device• 76% of Australian organisations do not run AB testing of subject lines or AB testing of images • Do you team have a process around this? If an email does not display correctly, 69.7% will delete it immediately. As of end 2012, more people view email on mobile devices than on their Desktop or Webmail clients.
  7. 7. How do I get the RFP right? Have a defined strategy(or get expertise to help you with this) Digital is highly measurableRFPs should be written around specific business outcomes
  8. 8. What should I be looking for in the response? Strategy Understanding of your current situation Partnership Approach Regular reviews Focus on your outcomes Support around expertise Proactive advice on effective execution Flexibility and Scalability
  9. 9. Budget Beyond Your Platforms Technology does not drive results Expertise and strategy do Expertise can cost as much as the platforms Skill + Expertise __________________________ Stronger Engagement Right Content, Right Audience Right Format, Right Timing __________________________
  10. 10. Questions?Nigel Lindsay-Smith Sales Director (02) 9469 5769