Digital Marketing Decoded Part 2

Last fortnight in part 1 of BizParade’s Digital Marketing Decoded we asked Melbourne internet agency Salsa to share their knowledge on how to get the most out of search engine optimization to help drive your website’s presence in the free search engine listings, and how to get a head start by implementing an AdWords campaign or linking strategy to rank even higher.

In this issue the author talks to three digital marketing agencies to investigate the advantages of implementing digital campaigns, how you can market to your database more effectively, and the benefits of developing a more comprehensive digital strategy to maximize the return on your marketing spend.

Some of the most significant advantages to digital marketing over more traditional mediums include the ability to track the results and measure them against specific desired outcomes and segment your audience, but cost efficiency and fast lead times are also a draw card.
Sydney based digital marketing specialists Permission Communications specialize in digital marketing solutions for a range of medium to large companies spanning the FMCG, fashion and event sectors.

“We use a combination of solutions that are available, for example email marketing platforms, but we also build lots of little applications and solutions that say, well okay you’ve got a need in your business to do this, so we’re going to build a digital solution that can allow you to do that, for instance online surveying systems, event management systems and triggered email systems to name a few,” says Permission’s [insert title], Jeremy Glass.

One of their strengths is developing email solutions including direct marketing, CRM and promotional campaigns right through to more technical solutions including custom-built email systems, integrated email and spam management technology.

“Email campaigns are often compared to direct marketing, but there are significant advantages to online, which traditional direct mail simply cannot offer. Primarily this is the ability to easily measure the effectiveness of an online campaign, which can be more challenging and costly with direct mail,” explains Glass.

Advanced reporting software can track a consumer’s behaviour from the second your email hits their inbox, or they click on your banner ad or upgraded directory listing, right through the consumer’s engagement and purchasing process.

Unlike more traditional mediums where you don’t know if the response to an offer has uptake until the phones start ringing or the consumer visits your store, tracking an email campaign is significantly more telling and it is in real time.

Tracking reveals important information about your campaign and gauges whether it is delivering the desired results. If the results are below expectation, you can track this back to the number of people actually clicking on the email, and whether your subject line was a success. Or, if they opened your email and clicked through to your website, telling you whether your call to action was compelling or if it was clearly understood.

“You get those metrics down to the individual, so you can tell what different people in your database would be interested in, and then you can do a follow-up communication with them specific to that insight so that immediately gives you a lot more power,” adds Glass.

This is the other important advantage of digital: the ability to segment your audience and tailor messages to different groups depending on their purchase behaviour. “The tools which are available for building, sending and managing email campaigns generally come with the capability of both segmenting a database based on profiles of the members of the database, but also using that segmentation to send out content specific to that profile,” explains Glass.

One of the biggest trends in email marketing currently is automated and triggered response emails, which effectively communicates to your subscriber at any given time they act. “It’s based around the principle if you can talk to the person with the right message at the right time, you’re more likely going to.

Gaining these insights so you can segment and target messages gives you the added advantage of adjusting the campaign within the first few days or even hours, which can be critical to your event’s success.

Whilst email solutions are not necessarily cheap, says Glass, they are far more cost effective in delivering ROI against desired outcomes compared to above-the-line because they are relatively inexpensive to produce and they can be targeted so precisely.

In tests run for one of their clients Esprit, Permission found email marketing was five times more cost effective at delivering the same level of response than it was using direct mail. “And that’s just the cost let alone the insight and the information that we got from it,” says Glass.

This can also be said for mobile and interactive wireless marketing solutions, which brands such as Vodafone have been successfully testing since 2005. For the past three years Vodafone Australia has sponsored major electronic music festivals across Australia as part of their ongoing relationship marketing strategy, says AURA Interactive’s Sales & Marketing Director, Adam Dunne.

Similar solutions can be just as effective for implementation at events and conferences, with mobile marketing offering the same advantage of segmenting your database according to their previous purchasing behaviours or preferences.

“Entry level pre-event reminders and post event follow-ups via SMS can be just as effective to remind participants of conference dates or results post event, says Dunne. But being more active during the time they are actually engaged at your event is probably where mobile technology can cut through, given the often-limited access to email.

“Being more active during the event and using the conference database to actually drive traffic through to the seminars or to specific stands and sponsors, sending reminders about session times and potentially prize draws for example,” are all opportunities to add value to the consumer experience cost effectively, adds Dunne.

Measurability is just as easy with the ability to track user’s actions and gauge insights about their behaviour, whilst also being able to react quickly with different messages depending on your desired outcome.

Last minute offers, reminders, and refer a friend campaign can all be instigated at the push of a button and sent directly to consumers based on their previous level of engagement either via email or mobile campaigns, or both.

“From an event marketing perspective, I would look at putting a strategy into place that actually looks at all those different scenarios up front and have it all ready to go because it’s not like a print campaign where if you want something to be ready to go, you’ve got to invest the money, the time, and the logistics and it’s got to be all planned out. Rather, we just make a snap decision and within a couple of hours we can send out a special offer,” adds Glass.

Award winning digital agency, Clear Blue Day’s Peter Bray agrees that planning your digital strategy is integral to achieving better online results. “The adage about failing to plan is a plan to fail is very true. It is essential that you take time to create a strategy, but also you need to be realistic about what you want to achieve, and start with a budget. Having key performance indicators as part of your initial plan is vital so that you can judge your success,” Bray adds.

Specialists in the development of digital strategy, online campaigns, search engine optimization and website design, Clear Blue Day offer a fast and effective method of understanding your business and how digital can best meet your objectives, says Bray.

“The Sprint method cuts out a lot of the meaningless consultancy. Most of Clear Blue Day’s clients come to us with one end game: sell more products and capture more market share. There is no point in spending weeks working out what needs to be achieved when everyone in the room knows the goal. The sprint model allows companies to not only come up with a strategy in minimal time, but also to roll it out quickly. In the time precious world of business, this is vital.”

In a landscape that is constantly changing with the introduction of new technologies and capabilities, engaging a specialist digital agency before you engage your clients is an important first step in planning any digital activity.

“One of the key principles that we often talk about is that there are a lot of little potholes and falling into one of them can actually scuttle your whole campaign,” adds Glass.

“You’ve got to make sure you’ve ticked all your boxes to ensure this doesn’t happen, and I guess that’s the difference between working with someone that’s been doing it for years who is a specialist.”

And, if you are concerned about the costs, then you will be reassured to know the investment is worth it. Online marketing is considerably cheaper and more cost effective than more traditional mediums and there are a number of entry points depending on your budget, ranging from search engine optimization to a fully integrated email system or mobile campaign.

5 Important Things to Remember When Purchasing Internet Marketing Software

Oh I do realise that most Internet marketing software websites offer you an iron-clad 100% money back guarantee if you are not completely satisfied with their products, but going through the process of claiming back a refund is often not as easy as they make out. It’s better to try to avoid purchasing products that are useless in the first place. So here are 5 simple guidelines to remember each time you purchase any Internet marketing software products, which if implemented, will help you to avoid any disappointment and save you the trouble of claiming back refunds for your products.

1. If you are considering purchasing any Internet marketing software products, you should always read the sales page thoroughly and read it more than once! Don’t speed read through, just reading what you want to read.. You must establish exactly what the vendor is claiming the software will do. You are also advised to carry out a Google search for a review of this Internet marketing software and find out what those who have used the product are saying about it.

2. If the vendor is suggesting in the sales page that this particular piece of Internet marketing software requires regular use for a certain period of time before reasonable results can be expected, then make sure that the guarantee period offered on the product, is longer than the trial period.

3. A good test I often implement when buying any marketing software, is to take a good look at the vendor websites’ performance through the Alexa.com website. For example, if the sales page is selling Traffic Software, then you would naturally assume that the vendor would have used his own software on his own sites, and therefore his sales page should show some decent traffic results on Alexa, if the traffic software is useful at all. Similarly, if the piece of Internet marketing software in question, is designed to bring lots of incoming backlinks to your website, then check the sales page for backlinks. If the software really works you will see good backlink results in the vendor’s website.

4. Don’t be fooled by time-sensitive offers. I find them so annoying. As with any Internet marketing software offer, the price will be the same tomorrow.. and the day after.. and probably the day after that! Take your time in making your decisions. Remember that if a vendor lowers the price on any product, it is usually because he is struggling to sell it at it’s original price. No sensible vendor would drop the price if the product was selling well at the original price!

5. Now let’s discuss guarantees for a moment. Most software products will be offered with a guarantee which is typically between 60 and 90 days. The vendor will often use the offer of a guarantee as part of his sales pitch, and this ploy is designed to allay any fears you may have about the risk involved in buying their Internet marketing software product. But they have in mind that 60 or 90 days down the line you may well have forgotten about claiming your money back on any unsatisfactory items. By this time you have moved on to something new and probably can’t be concerned with the guarantee claim process. When you purchase any Internet marketing software product, make a note in your diary a couple of days before the guarantee period is set to lapse and when you get to that date, if you were dissatisfied with the results, then claim your money back immediately.

Most Internet marketers who have been working online for any length of time will no doubt have a whole stack of Internet marketing software items on their PC that they never use, purely because they know the products just dont produce the necessary results. Sometimes the collective cost of these items can represent thousands of dollars being spent unnecessarily. So if you follow these 5 simple guidelines when you buy any Internet marketing software tools, you are extremely likely to reduce the amount of ‘unwanted software’ in your PC.

Trevor Taylor

Making a Successful Business: Three Easy Steps For Achieving a Successful Personality

Start with Duplicating Human Excellence when Making a Successful Business…

Making a successful business these days has a lot to do with modeling after a successful personality. Successful people seem to have unconscious competence, a naturally successful personality, because getting dressed to impress just doesn’t do it anymore. People will see through the BS every time, and they want what’s real. Gone are the days of melodrama, and make room for a reality show on every celebrity out there! A true “successful personality” acts with unconscious competence.

But just how do you attain a “successful personality?”

The easiest way is to simply model after someone who is successful. Now, this is easier said than done. But I’ve laid out for you three easy steps to follow, once you find that successful personality you want to model after.

First, examine your successful personality model’s belief system…

And change your beliefs to match theirs. Most successful personally models out there have similar belief systems. Although they come from various religious backgrounds, the core belief is the same: the law of attraction. Almost every spiritual book out there has scriptures to back the law of attraction, so you can find a successful personality who may be Christian, Jewish, Muslim, Buddhist or other and they all tend to believe that they need to take on responsibility for their own actions. When you can assume responsibility for the things that have happened to you, and when you can admit that the life you’re living today was created as a result of your own actions, then that gives you extreme personal power to change the outcome of your life! Also, making a successful business has to do with believing that there is no such thing as failure. You may not always accomplish the goal you set out for on the first try, but you did succeed in creating a result. From that result, you can learn and try again. Colonel Sanders himself didn’t even set out to start his business until the age of 65, and he received 1009 “no way get out of here old man” responses to his attempt to sell his recipe before he received the first “yes, I’ll use your recipe”. See, he never failed; he only generated 1009 “results” to learn from to bring him his first open door for making a successful business. One thousand nine negative responses! Who has that kind of motivation? A successful personality does!

Second, examine your mentor’s syntax for making a successful business…

What do I mean by this? Syntax refers to the order of thinking and acting. For example, some people respond to a given stimulus without thinking, and others think it through first. Some people will never make a decision without “sleeping on it”. Others will go with their gut feeling. You can tell if a person is thinking or remembering by the body language and direction of the eyes as they contemplate a problem, create a story or try to remember something in their past. A successful personality will handle problems with ease, almost seemingly not getting at all upset, but rather embracing the problem as a challenge and a chance to learn, analyzing the problem logically so as to act in the best way possible.

Third, examine the physiology of your successful personality model….

This means the way they move, breath, act, their eating and sleeping habits. Increased physical energy alone can be attained simply by changing one’s personal dietary habits. Find out what your role model does to get the creative juices running.

Making a successful business has everything to do with taking action!

You have to stretch yourself. I’m sure you’re aware that, when working out or training to run, you can’t train yourself to run further until you make yourself go just a little bit past your comfort zone each time you run. When you get to the point of thinking you might collapse, but then you convince yourself to push on… that’s when you can train to go the extra mile. This it not only fact in physiology, it’s a metaphor for stretching yourself by getting past your comfort zone just a little bit to achieve higher chance of making a successful business.

“Making a successful business” can be achieved by absorbing your mentor’s successful personality…

It seems to work like osmosis, but the more you listen to audio recordings from a known successful personality, the more you become like that person. Over time, you begin to find yourself thinking, acting, and talking with the same confidence.

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