{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Posts tagged with Strategy

10 interesting Econsultancy posts from August

Some of you might have been lucky enough to have escaped work in August. And, while I’m sure you enjoyed lounging at Club Med, there is some interesting Econsultancy content you have missed!

Here is our top 10 posts of the month, from great comment threads to ‘sleepers’ that are too good to be missed.

0 comments

Helping fund a non-profit: the digital donation funnel

When it comes to generating donations we all know that there is more to digital fundraising than simply broadcasting to your supporters.

It’s important to understand who the audience is, whether they likely to convert into volunteers and/or financial supporters and what the best method is of communicating with each stakeholder group to get the best return on resources.

5 comments
Econsultancy Small Business Online Resource Manager

Save yourself tears with the Econsultancy Online Resource Manager

Do you outsource your website and related services? If so you must ensure you retain access and ownership of your online resources to prevent any potential negative impact to your businesses.

To help manage this process I've put together a resource which is now part of Econsultancy's Digital Marketing Template Files.

This is the second in a short series of posts which aims to primarily benefit small website owners, but consequently helps the web designers producing sites for those types of businesses.

2 comments

Report: Loyalty programs don't always breed loyalty in Australia

Australian consumers buy more from retailers with loyalty programs, and are more likely to choose a brand with a loyalty program, but this doesn’t mean they will be more loyal, according to a new report. 

The For love or money? 2013 consumer study into Australian loyalty programs report, commissioned by strategic marketing company Directivity and digital agency Citrus, surveyed over 1,000 consumers in February 2013 to see how Australians feel towards loyalty programs. 

And, the findings highlighted that while loyalty programs definitely influence buyer behaviour, they don’t always equal customer loyalty. 

1 comment

Magazines move Australian readers online

Magazine readership in Australia may be falling, but magazines still have a powerful presence online if the #MagsMoveMe initiative is anything to go by.

On the 1st May, Bauer Media Australia, Pacific Magazines and News Life Media launched a social media campaign to encourage readers to share how magazines had moved and inspired them over the years.

0 comments

Australian Twitter users have a genuine interest in brands

A new report has revealed that Australian Twitter users follow brands in order to keep up to date with new products, rather than score freebies or discounts. 

ExactTarget’s 2013 Executive Summary collates the results from surveying 8,276 consumers across Australia, Brazil, France, Germany and the UK, and looks at the motivations behind why and how users interact with brands online. 

1 comment

Australian consumers ignore targeted marketing

It seems Australian consumers are losing patience with targeted, yet unwanted, marketing and advertising, both online and off.

A new government report has found that 1 in 2 consumers received an uninvited telemarketing call in the past six months, and a further 9 in 10 consumers said these telemarketing calls were a problem.

0 comments

Australia: Traditional retailers are heading online... and e-tailers are heading off

Some of Australia’s biggest retailers have recently spoken out at a conference in Melbourne saying that while selling online has the benefit of lower overheads, it is not yet as profitable as traditional bricks-and-mortar retailing.

0 comments

Report: Nearly half of top 100 Australian companies have no social media presence

Only 50% of Australia's biggest companies use social media to talk to their customers and it seems many would prefer their customers didn’t talk back, according to findings from a new report

Econsultancy has often written about how complex social media is in Australia, with many organisations appearing to struggle with the various platforms and strategies found within the landscape. 

0 comments

Report: Australians online want to transact, but do they also want to interact?

In the next three to five years almost 75% of Australian organisations expect to have mobile apps available, up from 40% today, in an attempt to better engage and interact with their consumers, according to new research. 

Optus' Future of Business report surveyed more than 2,000 consumers over the age of 18, as well as 550 marketing and IT executives from mid-large sized organisations, to look at which customer interaction channels are most important to businesses and their consumers. 

0 comments
#BigData could mean #BigTrouble

Big data can mean big trouble if used with the wrong intent

We're quite literally swimming in a sea of data. We have the ability to collect it from every consumer touch point we choose, whether it's website activity, cookies, socialgraph information, direct marketing database, in-store or using other third party tools.

There is no shortage of data, but what does your business do with it all? Is your brand using big data to enrich people's lives? Or is it just used for more "accurate" ad targeting? 

It probably depends on how your business is structured and where you sit, or how you employ your agencies. Do you consider the entire consumer journey, and understand how your product and services enhance the lives of existing customers?

Or are you only concerned and targeted on achieving high advertising click-through rates and low cost per clicks? 

There is a balance to be struck, and one of the biggest challenges facing brands and agencies today is to ensure they really do have the right intentions at heart. It is all too easy to fall into the trap of using all the insights derived from the various data sources to construct "relevant" marketing messages to interrupt people with the aim of persuading them to buy stuff.

This interruption, even if deemed relevant by the business, maybe unwelcome to the consumer and could tarnish your brand.

Read on, if you feel you, as a marketer, may be falling into such a trap. 

2 comments

Report: Australians look to web chat as a customer service tool

On the back of recent findings that highlighted the disconnect between how Australian consumers and businesses use social media, Fifth Quadrant’s Emerging Channels report has also revealed that web chats are growing significantly in popularity as an online customer service solution. 

It seems Australian consumers are keen to web chat with brands rather than communicate via social media or a smartphone app, with the study finding that web chats were perceived to have the highest suitability in terms of general enquiries, technical issues, purchase/sales related questions, as well as complaints or service issues. 

1 comment