by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : Media Trends+Strategy 2012
MEDIA Trends + Strategy 77 Smart phone revolution Direct marketing appears to be enjoying a resurgence – have you seen changes in direct marketing activity and why? I think we are definitely seeing a big resurgence in direct marketing as businesses are starting to value a more targeted approach to marketing and communicating with consumers. Adopting a multichannel approach is now more important than ever. Consumers are demanding that they be able to interact with a brand across multiple channels and businesses need to respond. In the digital world, there is much more opportunity to combine the tried and true marketing channels (catalogues, call centres etc) with new media such as emails, SMS, dynamic mobile applications and social media. What are the biggest challenges facing the sector in the next 12 months? The biggest challenge facing the industry is taking advantage of the immense opportunities the digital revolution is offering, while not rashly throwing away the direct marketing methods that continue to be extremely effective. Part of that is effectively harnessing the power of mobile and social – two of the dominant digital trends. Has the current financial climate altered the usage of patterns of DM? The established forms of direct marketing remain strong. Their effectiveness and value is broadly recognised and I believe that this will continue. I am also pleased to say that we have seen a significant increase in the demand for digital direct marketing. Australian consumers are looking to connect in a more meaningful way and develop relationships with brands, through loyalty programs, or fan pages. Brands should respond with multichannel and personalised marketing strategies. How has digital and social media enhanced the effectiveness of direct marketing? Digital communication offers unlimited potential, while the power of social media is expanding the realm of possibilities – Australians are the biggest users of social media in the world! Given the popularity of social media platforms by consumers, it is a natural progression that brands would take advantage of its success and use it to their advantage. Brands have a tremendous opportunity to expand their avenues to connect with customers who are searching for a more personalised approach to direct marketing. Salmat stretches across both traditional and digital marketing solutions – are clients favouring integration or an either/or strategy? The new era is all about creating a dynamic and rich tapestry of integrated, multi-channel communication. Brands that adopt a multichannel strategy can bridge the divide between established and new media to create greater customer loyalty and maximise the company’s reach. The big challenge for marketers and retailers is to provide these various touch-points or channels in a consistent, integrated and interconnected network. All channels should be complementary – not supplementary or siloed. What is the next big thing to impact on the direct marketing sector and change nature of the game yet again? I believe the current trend toward mobile marketing is only going to get bigger. Consumers are the main drivers behind the growing trend towards multichannel communication and they are embracing the technological shift. Smartphones have now reached 46 per cent of the population. I see this device ultimately revolutionising the way we market companies across the globe. Grant Harrod CEO Salmat direct mail/marketing Search all media sectors as well as thousands of advertising media and marketing services including ¥ Publications ¥ Television ¥ Digital ¥ Radio ¥ Out of Home ¥ Publishers ¥ Industry/ Associations ¥ Research ¥ Websites/Online Media ¥ Printers/Print Services ¥ Video and Audio Services ¥ Graphic Design ¥ Photographic Services ¥ Print, Art and Design Supplies ¥ Marketing Services ¥ Production Support Services ¥ Distributors (Retail) ¥ Media Services ¥ Fulfilment (Mailing) ¥ Marketing Channels ¥ Direct Marketing ¥ Experiential Marketing ¥ Sponsorship Marketing ¥ Incentives/Sales ¥ Marketing Software Tools ¥ PR/Communications ¥ Promotional Services ¥ Promotional Products ¥ Marketing/ Consulting ¥ Custom / Client Publishers ¥ Sales Promotions ¥ Digital/Mobile Services ¥ Multimedia/Internet ¥ Search Engine Marketing ¥ Domain Name/Web ¥ Management Services ¥ Licensing ¥ Advertising Services ¥ Events/Exhibitions ¥ Event Organisers ¥ Suppliers & Services ¥ Venues ¥ Recruitment ¥ Research ¥ Media Monitoring ¥ Advertising Agencies ¥ Branding and Design Agencies ¥ Online Marketing Agencies ¥ Media Agencies ¥ Media Glossary ¥ News/Archives/ Links ¥ And more Each lisiting has contact dEtails and it’s own landing pagE with many frEE automatEd facilitiEs. add your listing to this free service and generate more exposure and business for your enterprise on www.mediabiznet.com.au. If onlIne ne ZZZ mediabiZ ZZbiZnet Z mediabi net .c om.au p74-75,77_directMark.indd 77 28/11/11 12:41:46 PM
MT Resource Guide 2011
MT Resource Guide 2012