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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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