Posts tagged "marketing mix"

Confessions of a marketer – the truth is out

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For those of us who work in marketing day-to-day, there’s no denying that so much has changed. But many of our CMOs and industry peers just haven’t kept up. Do you agree?

We took to the internet to ask marketers across Asia Pacific (APAC) what really goes on in their organisations and here are some of the results:

  • 54% of APAC marketing leaders base decisions on what management wants, rather than data
  • 39% of marketers believe their team is not aligned with all the business functions, including IT, customer service, and operations, to drive digital programs.
  • 64% of APAC marketing leaders value digital results over traditional metrics
  • 47% of APAC marketing leaders claim to embrace social, but someone tweets on their behalf.
  • 70% of CEO’s believe digital and social can deliver business transformation.

It seems that although many marketing leaders value digital, they are still holding back and afraid to take the full leap forward. Many are still guilty of following top management decisions rather than adjusting their marketing efforts based on the data as well as claiming to embrace social but rely on others (probably an agency) to tweet on their behalf.

Here are some of the other things marketers had to say:

  • “1. The results from digital programs cannot convince management that they may need to invest more. Although feedback and results say otherwise. 2. ROI and Sales are still the main indicators.”
  • “There are times when ’conventional wisdom’, ’what the founders / investors prefer’, and ’quick fixes’ take over from decisions based on data and facts.”
  • “There is a great interest in digital at C-level thanks to social media. But on the other hand, very few marketers are trained in it or know how to use it to deliver campaigns and metrics in the right way to the C-level audience within companies. Currently the drive to show ROI has made marketers show analytics based on random apophenia rather than quality gains from marketing which are actually a mix of quantitative and qualitative metrics rather than a numbers game alone.”
  • “The cost ratios of digital marketing are attractive to senior management in a company. However, the real question is whether non marketers truly understand and buy into the value (as opposed to cost savings) that it brings. The process of internal education remains an important component of the mix.”
  • “When metrics are still based on traditional marketing, numbers generated by digital activities cannot be accurately tracked and taken into account.”

The majority of marketers agree there is an interest in digital by senior management but generally there is also a lack of understanding and skill on how to leverage it. The power of digital is endless and companies which adopt digital marketing into their overall strategy will have a better idea of their customers and how to engage with them, all in real time.

Looking to drive your company’s digital transformation or improve your digital marketing strategy? Attend Asia Pacific’s most anticipated digital marketing gigs of the year – Adobe Digital Marketing Symposium. Register now to attend the Sydney Symposium on the 22 July and Singapore Symposium on the 24 July where marketing experts and innovators will share the latest digital marketing know-how.

Marketing Momentum is Shifting to Digital Channels

APAC 2012 Optimisation survey EN

2013 is herald to be the year of Digital Marketing, as it grows more and more prominent. By taking the Adobe 2013 Digital Marketing Optimisation Survey, you will be able to find out which tactics marketers will implement to drive growth. Last year the quantitative survey drew over 1,700 responses from across different industries worldwide.

For taking part in the survey, you will receive a copy of the final report which is the go-to guide for online marketing investments and strategy in the upcoming year. The report will contain a detailed analysis, best practice and answers to question such as:

Where will marketers be focusing their upcoming digital marketing budget?
What optimization strategies are raising conversion?
What are your peers doing to improve on site consumer experiences?
Is content targeting and personalization appreciated by your customers?

Begin the Adobe 2013 Digital Marketing Optmisation Survey now! Survey results will also include tips and tricks from marketing experts at Econsultancy.

Please complete the survey by January 28th. Thanks for your participation.
The Adobe marketing team.

Go to survey

Reach v Disruption: two new models for messaging and channel selection

Srihari Palangala, Country Marketing Manager, Adobe India (LinkedIn)

Marketing has become a lot more complex with new media channels and vehicles turning many established marketing conventions on their heads, particularly when you aim to target the right audience with the right message. I experienced this for the first time in a recent planning session with my team.

We decided to tackle this complexity with a whiteboard session and a round of coffees. However, unlike our usual planning sessions, as the meeting progressed we were consistently confronted by one specific challenge – how could we cover the length and breadth of our heavily segmented market (India) efficiently (with minimal lead times) and cost effectively while also ensuring we had the right mix of messaging and media channels to ensure ROI.

To help crystallise our thoughts around the audience segments, messaging, the marketing mix and the best strategic approach for our campaign, we started considering the various aspects of our potential physical and digital media options. We came up with two new models that we wanted to share with you below.

The first model captures key marketing messages, based on whether they are interruptive or non-interruptive, and the target audience we are trying to reach. Using this model, specific styles and types of top level product messages can be paired with specific audiences – for example, targeted core business segments need more granular, specific messaging that engage loyalists, activate community members and speak to product features.

Model 1: Key Messaging Model

 

The second model overlays into the framework the choice of the physical and digital marketing medium that might make most sense to use. For example, engagement with a broad outreach through physical media (eg. print, PR, radio, outdoor) would likely cover interruptive messaging to show the “bigger product picture”. On the other hand, the core business segment audience requires a higher level of direct engagement and one of the best non-interruptive ways to engage with them could be through owned social channels.

Model 2: Media Channel Selection Model

 

When we applied the thought processes behind Models 1 and 2 to our situation, we agreed that we were largely trying to reach our core segment audience with a minimal spill-over into a broad based reach. In our scenario, running live events across the country would be counter intuitive based on lower possible ROI, time consumption and significant lead times. So with these things in mind, we were able to decide on email outreach campaigns, a series of online seminars (to reach our core audience segments), and non-interruptive online advertising as the best strategic approach to reach a broader audience beyond end users.

I’d be keen to hear if you think these models could be overlaid on your campaigns? What other considerations do you make when selecting your Physical/Digital media mix?

Leave a comment below and tell me what you think.