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3 Property Marketing Tips to Secure Your Market Position

Property development is a challenging industry with a constantly changing environment. Property developers must always pay attention to the new emerging trends and technologies to adjust their property marketing strategy.

So how can you stand out in this competitive and ever-changing industry?

Here are a few tips to get you started.


#1 Identify the right buyer for your property development project

A common mistake is to market the property development to every kind of potential buyer. No property development can be all things to all people.

Instead, once we have identified the target market, we should tailor the message to emphasize the factors they will consider important when they make their purchase decision.
Be sure to communicate all the unique selling points of your property, such as the unique neighborhood lifestyle, distance to major highways, proximity to local eateries and shops and distance to major attractions.

For instance, young families will likely be interested in schools or easy access to day-to-day living conveniences, whereas elderly retired couples will properties close to health services and quiet surroundings. Make sure you highlight these details in your property brochures and website to make your property development more appealing.

Need help with designing intriguing property brochures or property websites that deliver your unique selling points to desired customers? Talk to a design and marketing agency like Desketing!


#2 Keep an eye on the latest property trends

Oversupply of Brisbane apartments

The number of apartments built in Brisbane has been increasing over the past few years, which may lead to potential oversupply problems. Property development projects may not proceed to the construction stage, given the emerging oversupply in the property market, which may have an impact on the property developers’ resources. In addition, the price of the unit will likely decrease, leaving less margin to make in the future.

A great way to make your property development stand out is to conduct thorough market research. Identify where the opportunities are and avoid potential pitfalls. This involves a careful SWOT analysis to determine strengths, weaknesses, opportunities, and threats internally on the property development.

Good market research provides you with the information you need to attract your customers. For example, the market research might indicate that certain areas are favored by Chinese buyers. This is an opportunity to use Mandarin property brochures and Mandarin real estate websites to attract Chinese buyers to your property development. In addition, market research might show that there is a major government infrastructure development coming up in the area, which you can then use as a selling point to attract more customers.

Rentvesting

Due to the skyrocketing real estate prices in Australia, young Australians have begun to favor “Rentvesting”. Rentvesting is seen where people will rent and live in a property that they can’t afford to buy but in the meantime, they will invest and purchase property to rent out to other people.

For example, a young couple who work in the city will decide to rent a city apartment and choose the rentvesting solution to buy a property in the outer suburbs where prices are more affordable. They can then rent the property they bought to help cover their own rent and later use the property for equity or sell it for a capital gain.

In order to respond immediately to any property trends, make sure you manage your customer database effectively. You can react to trends cleverly by sending tailored messages to the selected demographic. In this case, sending marketing material to people interested in investment properties can be an effective communication strategy.

Need help with identifying the latest property trends or marketing to your customer database? Engage with an experienced real estate marketing agency such as Desketing to help!


#3 Integrate digital marketing into your property marketing plan

Besides traditional marketing channels such as TV, radio, and billboards, you can also promote your property development by maximising the potential of digital marketing. Digital marketing offers measurable data that provides you with more insights:

  • You can know where your leads and sales are coming from.
  • Effective calculate your ROI (return on investment) from digital marketing campaigns.

With the transparent data across your digital marketing efforts, you can now use different testing methods to improve your cost per lead and cost per sale, meaning getting more sales and reach at a lower price.

So, what are some other benefits digital marketing can provide for property developers?

Select customers you wish to target

For example, you can target people living in a specific suburb, shown an interest in property investment before or even with their employment level.

Once the target customer is selected, you can acquire real-time data that tells you information such as how many of them click on your advertising, visit your real estate website, and the amount of time they spent on your page.

Bringing customers back to you

Since not everyone is ready to buy or enquire about a property when they land on your property website, they can still be your potential leads in the future. Retargeting is a smart marketing strategy that allows your ad to appear on the page your potential customers are searching. The strength of this method is that it shows the ads to the ones that have already shown interest in your property development, so you know you’re spending your real estate marketing budget effectively.
When your potential customer is ready, the retargeting campaign takes your customer back to your real estate website so that they can further get in touch with your company.

Keep your customers engaged

Since different customers favor different property projects, a property developer can use direct marketing such as e-mails to contact them about future property developments that will suit their needs.

Provide value and build a relationship with potential leads through content marketing. Regularly keep leads informed and engaged with useful and intriguing blog links from your property website with topics like “Potential Investment Areas in Brisbane” or “What are the Invisible Traps of Investing in Property”. Try to see things from customers’ point of view and satisfy what they want.

Want to take your property development business to the next level through digital marketing campaign? Contact Desketing to discuss your next property development!


How Can We Grow Your Property Development Business?

Get the latest property development trends and property marketing tips to boost your retail sales

Why You Should SEO

Why SEO?

If I was an accountant, I would tell you SEO is a business expense. Now, If I swop on my Digital Marketer hat, I would tell you, SEO is really an investment, an asset and not an expense. It is the smart and logical thing to do in this day and age, considering how many of us are connected to the internet and your company website really represents, your company.

Think of your company as an individual. Then look at SEO best practices as humanising your company to a user who is visiting your website and interacting with it, trying to understand who this company is, what it does or sells.

 

What SEO is

At a high level definition, SEO is Search Engine Optimisation, where its main objective is to increase the number of visitors to a website page. This is achieved through implementing strategies to obtain a high ranked placement in a search engine’s unpaid search results on their search engine results page (SERP). 1,2

 

Some SEO Definitions

 “SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.” 3
Why you should invest in SEO

Why you should invest in SEO

“Search Engine Optimization is the process of improving the visibility of a website on organic (“natural” or un-paid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website. A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords which the on-page optimization will be designed to make prominent for search engine algorithms. Search engine optimization is broken down into two basic areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).” 4

 

Reasons to Invest in SEO

  1. The earlier you invest in SEO, the greater your returns 5,6,13

The fact of the matter is the bulk of SEO benefits take time to return in compounding fashion. For example, as of today, the content you created a month ago has since accumulated and made positive contributions towards your domain authority from then. So the earlier you begin your SEO efforts, the more you will reap.

 

  1. Targeted Advertising 6,7

SEO facilitates targeting a segmented audience. For example you are able to specify keywords such as “premium designer headphones brands” as opposed to “headphone brands”. Most customers who go onto search engines, already know what they are looking for.  As such, more specific keywords (long-tail keywords, 3 or 4 words or more) are more effective and is a better way to connect with your customers.

 

  1. Your competitors have or are already implementing SEO strategies 5

The earlier your competitors start, the easier it is for them to attain a high ranking position on highly targeted keywords. The more gains they have made means the harder it is for you to share a foothold on those highly targeted keywords. It also means, they are targeting more and newer keywords and exploring, establishing further gains on new opportunities.

 

  1. SEO is more cost effective compared to PPC advertising 6,8

SEO is more sustainable in the long run in terms of cost and returns, whereas Pay Per Click ads generate more money in the short term. As you progress upwards in your search rankings, you can naturally anticipate residual traffic from other search engines once you have obtained the results.

 

  1. SEO lead increases your brand’s credibility 9,10,13

When you rank high in search results, it implies that you are a force to reckoned with in your field. Listing on the first page of SERP no doubt will help increase conversion rates which will increase your brand equity, trust and loyalty overall. Industry SEO leader Moz has researched and showed over 70% of clicks happen on page one of search results.

 

Why you should search engine optimise

Why you should search engine optimise

You should also be aware that the dynamics of SEO is constantly evolving and you will need to continue the investment long term to realise its full potential – this is because, Google changes their algorithm frequently.11 Thus, SEO is also about ensuring your site is robust and users can find what they want on your site. There is not much point in driving numbers to your website and not continuing the optimisation process to convert that traffic.

SEO should be viewed as a way of life for your website – to improve its overall user-friendliness, to build and refine suitable content, that will overall lend efforts in creating an online presence users find appealing, trustworthy, informative, useful. Good SEO is beyond attracting and directing traffic.  The essence of good SEO will stem further into strong user experience and together, that will sustainably grow conversion numbers and brand equity in the long term.

 

 

References

  1. Webopedia. 2016. SEO – search engine optimization(optimizer). [ONLINE] Available at http://www.webopedia.com/TERM/S/SEO.html. [Accessed 21 Oct 2016].
  2. Wikipedia.2016. Search engine optimization. [ONLINE] Available at https://en.wikipedia.org/wiki/Search_engine_optimization. [Accessed 21 Oct 2016].
  3. Search Engine Land. 2016 What Is SEO / Search Engine Optimization? [ONLINE] Available at http://searchengineland.com/guide/what-is-seo. [Accessed 21 Oct 2016].
  4. What Is SEO? 2016. What Is Search Engine Optimization (SEO)? [ONLINE] Available at http://www.whatisseo.com/. [Accessed 21 Oct 2016].
  5. Entrepreneur. 2016. 5 Reasons You Need to Invest in an SEO Campaign Right Now. [ONLINE] Available at https://www.entrepreneur.com/article/275750. [Accessed 21 Oct 2016].
  6. Business 2 Community. 2016. Why You Need to Invest in SEO in 2016. [ONLINE] Available at http://www.business2community.com/seo/need-invest-seo-2016-01452136#fKDVK5r4hTTTi8Ts.97. [Accessed 21 Oct 2016].
  7. WordStream. 2016. Long-Tail Keywords: A Better Way to Connect with Customers [ONLINE] Available at http://www.wordstream.com/long-tail-keywords. [Accessed 21 Oct 2016].
  8. Forbes. 2014. 7 Reasons Why Your Business Should Invest in SEO. [ONLINE] Available at http://www.forbes.com/sites/steveolenski/2014/03/26/7-reasons-why-your-business-should-invest-in-seo/#673242e81337. [Accessed 21 Oct 2016].
  9. Forbes. 2015. The Top 10 Reasons You Need SEO. [ONLINE] Available at http://www.forbes.com/sites/jaysondemers/2015/11/03/the-top-10-reasons-you-need-seo/3/#7a270123365a. [Accessed 21 Oct 2016].
  10. Moz. 2014. Google Organic Click-Through Rates in 2014. [ONLINE] Available at https://moz.com/blog/google-organic-click-through-rates-in-2014. [Accessed 21 Oct 2016].
  11. MarketingProfs. 2016. Five Reasons You Should Not Invest in SEO This Year. [ONLINE] Available at http://www.marketingprofs.com/opinions/2016/29467/five-reasons-you-should-not-invest-in-seo-this-year. [Accessed 21 Oct 2016].
  12. Moz. 2016. Google Algorithm Change History. [ONLINE] Available at https://moz.com/google-algorithm-change. [Accessed 21 Oct 2016].
  13. Main Street ROI. 2016. The Top 5 Reasons to Invest in SEO. [ONLINE] Available at https://www.mainstreetroi.com/the-top-5-reasons-to-invest-in-seo/. [Accessed 21 Oct 2016].

Marketing Strategies for Professional Services-based Firms

How would you market your business if you don’t sell tangible or physical products? In this week’s 3-minute read, we share some tips, to set you thinking about the direction and concepts you want to consider when coming up with marketing plans for your professional services-based business.

 

1. Business Position, Target Markets, Business Solutions

To sell something, you need to understand or at least know it, where it can be positioned within the market, what it can do and who will need the product. Now, transpose that thinking to selling a firm’s services to potential clients. You should then think about the firm’s:1

  • Identity and purpose
  • Target market(s)
  • Tactics or techniques
  • Your clients’ top three business needs
  • Business solutions derived for your clients’ needs

 

2. A Strong Client-based Focus

Client Focused Business Solutions

Client Focused Business Solutions

Clients want their solutions. They want their problems resolved and not just addressed. I mean, that is why they go to any service provider in the first place. If they could have resolved it on their own, they probably half would. So, think about your clients’ business needs. Focus on what they want achieved and how your company can give them solutions they actually want. Translate that thinking into actual or fact-based examples or case-scenarios. A good story with a real result can rival fairy-tales.

3. Marketing Strategies

Marketing Strategies and Ideas for Professional Service-based Firms

Marketing Strategies and Ideas for Professional Service-based Firms

Marketing strategies you can implement that will add value to your company’s brand online:3

  • Market research
  • High performing website
  • Web analytics, Search Engine Optimisation (On-site and Off-site)
  • Social media, Blogging, Email marketing, Re-Marketing
  • Advertising in industry publications

4. Business Niche

Swimming in the sea together with the many other service providers, you really want to stand out as the real solution gun. You want to think about niche targeting and the areas of expertise you specialise in. In today’s world, you will need to be a specialist in some form of art or science. It will immediately set you apart from the competition.

5. Sponsorships, Establish Goodwill within the Wider Community

Get your business involved with your local community and industry. Contribute to industry journals, blog on your website, participate or sponsor local community events that resonates with your firm. It functions as a vehicle for your business to be engaged with the wider audience and it also allows your business to be out there. It could also be a great opportunity to team build together internally and with the wider community.

Professional services-based firms marketing strategies

Professional services-based firms marketing strategies

 

Other Related Reading

10 big mistakes professional service firms make with their online marketing

https://www.onerabbit.com.au/blog/2013/09/10-big-mistakes-professional-service-firms-make-with-their-online-marketing/

The essential ingredients of a B2B Digital Strategy

http://www.smartinsights.com/b2b-digital-marketing/b2b-strategy/digital-marketing-strategy-professional-service-firms/

 

References

  1. MindShare Consulting LLC. 2016. Five Myths of Professional Services Marketing. [ONLINE] Available at http://mindshareconsulting.com/five-myths-marketing/. [Accessed 23 September 2016].
  2. 2015. 10 Essential B2B Marketing Strategies to Grow Your Professional Services Firm. [ONLINE] Available at http://www.business2community.com/marketing/10-essential-b2b-marketing-strategies-grow-professional-services-firm-01188863#OuU1a4KMub3BgwW3.97. [Accessed 23 September 2016].

 

 

Why Customer Experience (CX) Matters

Customer experience or CX has always been central to building a brand and the business. The increasing prevalence of digital, mobile and ease of information accessibility has altered this landscape. It has influenced how we develop, manage and monitor CX. This landscape shift was significant enough, to spur big agency Saatchi & Saatchi to acquire CX specialist MercerBell, in order to remain relevant in this space.17

In this week’s 5-minute read, we take a brief look at what customer experience is and why the current shifts should matter to you.

What CX is

CX is essentially about the interaction and engagement between customers and a brand throughout the customer journey. It is more than just selling a product or a service. It is about marketing the right experience to the right customer. Good CX is based on shared values between a brand and a customer. To create good CX, businesses must develop a deep understanding of their customers.

 

CX Customer Experience Matters

CX Customer Experience Matters


Some Definitions of CX

“The sum-total of how customers engage with your company and brand. It is your customer’s perception of your business including all physical, psychological, emotional and sensory touchpoint’s that occur throughout the entire arc of being a customer. This perception drives customer behaviours and customer loyalty, ultimately affecting your company’s bottom line.” 1

“It is about bringing together every touch point to create consistent, thought-out interactions with your brand. It’s becoming more and more important at every level, from small businesses to enterprise brands.” 2

“A Customer Experience (CX) is a Customer’s perception of their rational, physical, emotional, subconscious, and psychological interaction with any part of an organisation. This perception affects Customer behaviours and builds memories, which drive Customer Loyalty and affects the economic value an organisation generates.” 21


 

The Customer Journey Is Where the Customer Goes

CX is about making the customer happy.

CX is about making the customer happy.

Today’s mobile-empowered customers begin their customer journey at a brand’s website. It is one of the first port of call a customer makes and it sets the tone for the remaining overall customer experience. Another significant touchpoint in the customer journey is where the brand’s social media channels are. Social media recluse Apple recognised this, and recently began to channel resources into tweeting tips and tutorials.14

 

Measuring CX

Today’s revolutionised customer journey, provides many new opportunities for brands to shape and improve the customer experience. Each touchpoint in the customer journey is where the brand interacts with the customer. To the customer, it is a decision point.To the business, they are opportunities to measure and improve the CX. This is important in order to understand what is keeping, and will continue, to keep customers happy. But before you can improve CX, you need to measure it.


Peter Drucker “What gets measured gets improved” 6


 

A good clue to use when deciding what is important to measure, is to also decide what matters to the customer. What matters to the customer, matters to the business.3 Each business will have to determine what is important to them – there is no one set of metrics for all.


 CX Metrics to measure – “One man’s ceiling, is another man’s floor”


And before you start measuring it, ensure it is actionable. If you cannot use or action it, there is no point in measuring it.3


CX measurement metrics3

Social media/brand mentions and engagement

Response rates

Customer loyalty

Customer satisfaction

Forecast accuracy


 

How to Measure CX

To measure if the customer is experiencing the brand at its best, you want to understand customer needs and identify gaps in their experience.9,18  You need data to predict, to outline customer behaviour trends and patterns.9 And this is where a business deploys customer intelligence tools.


Customer intelligence tools19

Big Data

Social Media Analytics

Customer Relations Management Systems

Focus groups

Insight Communities


 

Five common CX metrics. 22,23,24,25,26

  1. Net Promoter Score (NPS) – Percentage of customers who would promote or detract a brand
CX-NPS Net Promoter Score | Image Source: http://blog.capterra.com/wp-content/uploads/2015/07/7-22-2015-4-14-03-PM.jpg

CX-NPS Net Promoter Score | Image Source: http://blog.capterra.com/wp-content/uploads/2015/07/7-22-2015-4-14-03-PM.jpg

 

  1. Customer Satisfaction (CSAT) – An average score of a customer’s satisfaction level of an experience
CX-CSAT Customer Satisfaction | Image Source: https://www.surveymonkey.com/blog/2011/01/11/customer-satisfaction-survey-example/

CX-CSAT Customer Satisfaction | Image Source: https://www.surveymonkey.com/blog/2011/01/11/customer-satisfaction-survey-example/

 

  1. Customer Effort Score (CES) – Measures a customer’s effort to complete a task
CX-CES Customer Effort | Image Source: https://www.cebglobal.com/blogs/unveiling-the-new-and-improved-customer-effort-score/

CX-CES Customer Effort | Image Source: https://www.cebglobal.com/blogs/unveiling-the-new-and-improved-customer-effort-score/

 

  1. Customer Churn Rate – Percentage of customers who discontinues their subscription to a service in a given time period
CX-Churn Rate | Image Source: http://churn-rate.com/

CX-Churn Rate | Image Source: http://churn-rate.com/

 

  1. First response time and average resolution time – Time taken to respond back to the customer and the time taken to fully resolve the customer’s issue
CX-Average First Response | Image Source: https://support.freshdesk.com/support/solutions/articles/213074-average-first-response-time-helpdesk-in-depth-

CX-Average First Response | Image Source: https://support.freshdesk.com/support/solutions/articles/213074-average-first-response-time-helpdesk-in-depth-

 

 

CX-Average Resolution Time | Image Source: https://support.freshdesk.com/support/solutions/articles/213112-average-resolution-time-helpdesk-in-depth-

CX-Average Resolution Time | Image Source: https://support.freshdesk.com/support/solutions/articles/213112-average-resolution-time-helpdesk-in-depth-

 

CX Directions and Trends

  1. CX will continue to become more important than products or service when looking at what impacts customer behaviour. It will define other priorities.16 Companies need to enable and optimise their workforce to keep their customers happy through personalised interactions and experiences10 that will drive overall positive ROI. 9,11,12,24
  1. Centralise your data, to support and simplify the customer experience by becoming easier to do business with through reducing customer effort.9
  1. Combine your data sources to gain holistic views and insights of the customer that will enable data-driven marketing, delivering a better quality of content.9,18
  1. Develop deeper engagement and build more meaningful relationships with your customer by using embedded customer service facilities and permission-based customer intelligence tools as opposed to ad-hoc surveys9,11,20 – for example, Amazon’s Mayday button15
  1. Customer intelligence predictive analysis will need to account for customer emotions which largely dictates customer behaviour.13

 

Other Related Reading

 References

  1. The Girl Who Knows. 2016. Brilliant CX. [ONLINE] Available at https://thegirlwhoknows.com/brilliantcx/. [Accessed 26 Aug 2016].
  2. Forge and Smith. 2016. What is Customer Experience? UX Meets CX. [ONLINE] Available at http://forgeandsmith.com/what-is-customer-experience/. [Accessed 26 Aug 2016].
  3. CustomerThink Corporation. 2016 CX Measurement – What do you measure and why? [ONLINE] Available at http://customerthink.com/cx-measurement-what-do-you-measure-and-why/. [Accessed 26 Aug 2016].
  4. CustomerThink Corporation. 2016. The Micro/Macro of Customer Experience. [ONLINE] Available at http://customerthink.com/the_micromacro_of_customer_experience/. [Accessed 26 Aug 2016].
  5. CustomerThink Corporation. 2016. Key Metrics to Measure for Social Media. [ONLINE] Available at http://customerthink.com/key_metrics_to_measure_for_social_media/. [Accessed 26 Aug 2016].
  6. 2016. These 10 Peter Drucker Quotes May Change Your World. [ONLINE] Available at https://www.entrepreneur.com/article/237484. [Accessed 26 Aug 2016].
  7. Strategy Institure. 2016. What is Digital CX? [ONLINE] Available at http://www.digitalcustomerexp.com/resources-and-ideas/what-is-digital-cx/. [Accessed 26 Aug 2016].
  8. Thomson Reuters. 2015. Our Customer Experience Focus – On CX Day and Every Other Day. [ONLINE] Available at https://tax.thomsonreuters.com/blog/thomson-reuters-and-you/our-customer-experience-focus-on-cx-day-and-every-other-day/. [Accessed 26 Aug 2016].
  9. Vision Critical. 2016. CX expert predictions: 10 trends driving the future of customer experience. [ONLINE] Available at https://www.visioncritical.com/cx-expert-predictions/. [Accessed 26 Aug 2016].
  10. Forrester Research. 2015. 2016: CX Leaders Will Adopt Agile, Insight-Led Innovation to Fuel Customer Obsession. [ONLINE] Available at http://blogs.forrester.com/deanna_laufer/15-11-11-2016_cx_leaders_will_adopt_agile_insight_led_innovation_to_fuel_customer_obsession. [Accessed 26 Aug 2016].
  11. Forrester Research. 2016. Customer Experience Drives Revenue Growth, 2016. [ONLINE] Available at https://www.forrester.com/report/Does+Customer+Experience+Really+Drive+Business+Success/-/E-RES125102. [Accessed 26 Aug 2016].
  12. Watermark Consulting. 2015. The 2015 Customer Experience ROI Study. [ONLINE] Available at http://www.watermarkconsult.net/blog/2015/06/02/the-2015-customer-experience-roi-study/. [Accessed 26 Aug 2016].
  13. Brian Solis. 2015. 26 Disruptive Tech Trends For 2016 – 2018.[ONLINE] Available at http://www.briansolis.com/2016/02/26-disruptive-tech-trends-2016-2018/. [Accessed 26 Aug 2016].
  14. Vision Critical. 2016. Apple’s latest social media move focuses on customer experience. [ONLINE] Available at https://www.visioncritical.com/apple-twitter-support-and-cx/. [Accessed 26 Aug 2016].
  15. 2016. Mayday: Get Help on Your Fire Tablet. [ONLINE] Available at https://www.amazon.com/gp/help/customer/display.html?nodeId=201540070. [Accessed 26 Aug 2016].
  16. Adobe. 2016. Digital Trends for 2016. [ONLINE] Available at http://offers.adobe.com/en/uk/marketing/landings/econsultancy_digital_trends_2016_report.html.
    [Accessed 26 Aug 2016].
  17. 2016. When the customer experience is always right. [ONLINE] Available at http://www.adnews.com.au/news/when-the-customer-experience-is-always-right. [Accessed 26 Aug 2016].
  18. Vision Critical. 2015. Why customer intelligence needs to be a bigger part of the marketing technology stack. [ONLINE] Available at https://www.visioncritical.com/customer-intelligence-and-the-marketing-stack/. [Accessed 26 Aug 2016].
  19. Vision Critical. 2016. The Enterprise Guide to Customer Intelligence. [ONLINE] Available at https://www.visioncritical.com/resources/guide-to-customer-intelligence/. [Accessed 26 Aug 2016].
  20. Vision Critical. 2015. #NoSpamSurveys: Why ad hoc, unwanted surveys need to go. [ONLINE] Available at https://www.visioncritical.com/no-spam-surveys/. [Accessed 26 Aug 2016].
  21. Beyond Philosophy. 2016. What is Customer Experience (CX)? [ONLINE] Available at https://beyondphilosophy.com/customer-experience/. [Accessed 26 Aug 2016].
  22. 2016. Customer experience metrics: a brief guide on how to measure CX. [ONLINE] Available at https://www.usertesting.com/blog/2016/05/19/customer-experience-metrics/. [Accessed 26 Aug 2016]
  23. 2016. Do You Know Your Customer Effort Score? [ONLINE} Available at https://www.cebglobal.com/blogs/unveiling-the-new-and-improved-customer-effort-score/. [Accessed 26 Aug 2016]
  24. 2016. Implementing These Top Four Strategies Can Improve Customer Experience Management and Visibility Into CX Metrics. [ONLINE] Available at http://www.genesys.com/solutions/customer-experience/best-practices. [Accessed 26 Aug 2016]
  25. 2016. Churn Rate. [ONLINE] Available at http://www.investopedia.com/terms/c/churnrate.asp. [Accessed 26 Aug 2016]
  26. 2012. Customer Experience (CX) Metrics and Key Performance Indicators. [ONLINE] Available at http://www.desketing.com.au/wp-content/uploads/2016/09/cx-metrics-kpi-dictionary-1957374.pdf. [Accessed 26 Aug 2016]

Traditional Marketing, meet Digital Marketing

This week we look at traditional marketing and digital marketing. This 5-minute read won’t be the final word, but you will have enough to think about what is best for your business. Traditional or digital?

You’re thinking of marketing your company’s products and services. Like every other company, you feel you need and want a website. You’re also thinking SEO, PPC, Twitter, eDMs, email marketing and social media. How about flyers, brochures, print advertisement in the local papers, 30-second time slot on the local radio or advertising on that billboard you pass by every morning on your way to work? Does any of that still work?

 

Death Prophecy of Print

Print is dead. Uh-huh.

We were promised, or so, the death of print since the 1990s. It is like the prophecy that never renounces itself or thoroughly crystallises. In Australia, we even began participating in the 2016 Census online.But that should be another story on its own.

In the UK, they are experiencing circulation growth of British current affairs magazines such as The New Statesman, Private Eye and The Spectator.2 The ABC reported half of the news and current affairs magazines they audited, increased their circulations in 2015.3

Figures taken from PressGazette source3,4: http://www.pressgazette.co.uk/mag-abcs-price-cut-and-give-away-copies-help-cosmopolitan-lead-growth-womens-fashion-and-lifestyle/ & http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/

Figures taken from PressGazette source3,4: http://www.pressgazette.co.uk/mag-abcs-price-cut-and-give-away-copies-help-cosmopolitan-lead-growth-womens-fashion-and-lifestyle/ & http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/

 

In India, you will find the largest English-language newspaper circulation. Her newspaper industry grew two-thirds to US$4.37 billion in 2010 from US$2.64 billion in 2005 according to EY.5  KPMG estimates regional Indian newspapers will grow between 12% to 14% for the next few years.Bear in mind, internet access is not prevalent in most areas of India. Radio, TV and newspapers remains the bread-and-butter channels of disseminating information there.5

In Australia, Fairfax Media effected seven rounds of redundancies since 2004. Its most recent in March 2016 impacting 120 journalists.6,7 The company has also closed down two news print sites, newsrooms, foreign bureaus, reported print advertising revenue down 14% in February 2016 and announced a major restructure where they waved “bye” to the editor-in-chief of the Age – Andrew Holden.7,8 Despite all that, in a released statement they still maintained they would continue to publish across print and digital.7

Newspaper print is a die-hard breed despite the rise and rise of digital.

 

The Future Paved with Print and Digital

Traditional has proven itself

As easy as it is to realise digital marketing is growing at the expense of traditional marketing methods, it is just as straightforward to acknowledge that traditional marketing still works. Certainly, there hasn’t been sufficient evidence to suggest we should write off classic advertising methods mainly because it has proven to work and still does.

We have also been exposed to traditional marketing way longer than digital marketing and it can easily reach a large audience, giving great exposure. That exposure breeds familiarity. Innate qualities within the human judgement and thinking process favours what we are familiar with. 9,10  Simply put, traditional marketing is familiar, trusted and we like it.

Use Digital to do some or more of your talking

The other reality is that the core principles of marketing hasn’t really changed, but the way we communicate has and we have also developed new tools to do that through the emergence of the internet and social media.

Each advertising medium carry their own strengths and weaknesses. It is important to understand each communication channel, so as to choose the most appropriate, to best deliver your message to your audience.

 

Have the Best of Both Worlds

Finding that balance

Excerpt of Q&A between The Conversation and international marketing expert Philip Kotler sourced from http://theconversation.com/qanda-philip-kotler-on-whether-traditional-marketing-is-dead-34121

Excerpt of Q&A between The Conversation and international marketing expert Philip Kotler sourced from http://theconversation.com/qanda-philip-kotler-on-whether-traditional-marketing-is-dead-34121

 

Also, the best of traditional and digital marketing have already amalgamated. For example, we used to only have paper panel billboards. Today we also have digital billboards – alight with LEDs and it’s a smart application of new digital technology.

Traditional and Digital Marketing Applications

Traditional and Digital Marketing Applications

 

Message, channel, customer

Craft the customer’s journey as to how you want the customer to know your brand, product or service.

  • Disseminate your brand and information through digital billboard, TV and print advertisements – incorporate “call-to-action” prompting the audience to look for more information on your website
  • On your website, continue those leads by building them into your database
  • Follow up those database leads with digital marketing tactics like social media, eDMs to build relationships with those customers

By integrating the best of both traditional and digital marketing, you expose your brand to more audiences, and you also cater to targeted audience demographically. You want to reach the masses and build personal relationships at different points of that customer journey.

Know and understand your customer, know what message you want to send them and choose the most appropriate communication channel.

Reach out to us. Desketing can help you define the customer journey for your business and build that winning marketing strategy.


Other related reading

6 Traditional Advertising Strategies That Still Work

http://yfsmagazine.com/2015/08/05/6-traditional-advertising-strategies-that-still-work/

Why Ebooks Are Inspiring A New Age of Print

http://www.huffingtonpost.com.au/entry/ebooks-new-age-print_n_2040602

92 Percent of Students Prefer Print Books, New Study Shows

http://www.huffingtonpost.com.au/entry/print-textbooks-vs-ebooks_us_56ba4091e4b0b40245c4534e

Paper Beats Digital In Many Ways, According to Neuroscience

http://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/#6be50b721aa2

 

References

  1. Australian Bureau of Statistics. 2016. Census of Population and Housing. [ONLINE] Available at https://stream20.census.abs.gov.au/eCensusWeb/welcome.jsp#top2. [Accessed 12 Aug 2016].
  2. The Guardian. 2016. Current affairs magazine are defying the death of print. [ONLINE] Available at https://www.theguardian.com/media-network/2016/mar/14/current-affairs-magazines-defying-death-print. [Accessed 12 Aug 2016].
  3. 2016. Current affairs magazine ABCs, 2015: Spectator, New Statesman, Private Eye and Economist all grow in election year. [ONLINE] Available at http://www.pressgazette.co.uk/current-affairs-magazine-abcs-2015-spectator-new-statesman-private-eye-and-economist-all-grow. [Accessed 12 Aug 2016]
  4. 2016. Magazine ABCs: Private Eye print sales rise to 30-year-high as Economist reports 1.5m global circulation. [ONLINE] Available at http://www.pressgazette.co.uk/magazine-abcs-private-eye-print-sales-rise-to-30-year-high-as-economist-reports-1-5m-global-circulation/. [Accessed 12 Aug 2016]
  5. 2016. Print Media Isn’t Dead, It’s Just Moved. [ONLINE]. Available at http://www.forbes.com/sites/freddiedawson/2016/01/31/print-media-isnt-dead-its-just-moved/#46186dea9dc8. [Accessed 12 Aug 2016].
  6. The Conversation. 2016. Journalism isn’t dying – there’s even room for optimism about print. [ONLINE] Available at http://theconversation.com/journalism-isnt-dying-theres-even-room-for-optimism-about-print-56622. [Accessed 12 Aug 2016].
  7. The Guardian. 2016. Fairfax Media journalists on strike until Monday after 120 jobs axed. [ONLINE] Available at https://www.theguardian.com/media/2016/mar/17/fairfax-media-to-shed-120-journalists-in-attempt-to-slash-costs. [Accessed 12 Aug 2016].
  8. The Guardian. 2016. The Age editor-in-chief Andrew Holden quits as Fairfax Media restructures. [ONLINE] Available at https://www.theguardian.com/media/2016/feb/17/the-age-editor-in-chief-andrew-holden-quits-as-fairfax-media-restructures . [Accessed 12 Aug 2016].
  9. CustomerThink Corporation. 2016. Why Traditional Marketing Hasn’t Died. [ONLINE] Available at http://customerthink.com/why-traditional-marketing-hasnt-died/ . [Accessed 12 Aug 2016].
  10. 2016. Mere-exposure effect. [ONLINE] Available at https://en.wikipedia.org/wiki/Mere-exposure_effect. [Accessed 12 Aug 2016].