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.

1. SALMAT MID-TIER
MARKETING INDEX
FOUR KEY FINDINGS

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
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
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
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
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
OFFLINE CHANNELS
ARE HAVING A
RENAISSANCE
However, the most effective
marketing campaigns combine
offline and online channels.
DIGITAL AND TRADITIONAL
2

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
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
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
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
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. 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
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:
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