SALMAT MID-TIER MARKETING INDEX FOUR KEY FINDINGS

2

1 ONE IN FOUR MID-TIER MARKETERS DON’T KNOW THEIR ROI

2 OFFLINE CHANNELS ARE HAVING A RENAISSANCE

3 MAJOR DIGITAL STRATEGY DISCONNECT BETWEEN WEBSITES AND SEARCH

4 EMAIL MARKETING REIGNS SUPREME

3

ONE IN FOUR MID-TIER MARKETERS DON’T KNOW THEIR ROI

Frequency of measuring

marketing activities

31%Always

44%Often

20%Sometimes

2%Rarely

3%Never

ALWAYS NEVER

1 IN 4 SOMETIMES, RARELY OR NEVER

EVALUATEEFFECTIVENESS

One quarter (24.9%) are failing to measure the results of their marketing investments.

MEASURING PERFORMANCE

1

4

ONE IN FOUR MID-TIER MARKETERS DON’T KNOW THEIR ROI

When asked why they don’t

measure, two-thirds (65%)

of respondents said it’s

too time consuming.

TOP REASONS FOR NOT MEASURING PERFORMANCE

65%

15%

TOO TIME CONSUMING

DON’T KNOW

HOW

TOO DIFFICULT

10%

1

5

OFFLINE CHANNELS ARE HAVING A RENAISSANCE

When asked what channels mid-tier

marketers plan to use in the next 12

months that they don’t already use, the

top three responses were: Letterbox drops

(15%), print catalogues (12%) and magazine

advertising (12%).

MARKETERS PLAN TO TRY NEW CHANNELS

1

2

34

5

15%Letterbox drops

12%Printed catalogue

12%Magazine advertising

12%Email marketing

12%TV advertising

2

6

OFFLINE CHANNELS ARE HAVING A RENAISSANCE

Catalogues reach around 21.8 MILLION

AUSTRALIANS Australians every week,

and 58% OF READERS do end up buying

afterwards.

2

7

OFFLINE CHANNELS ARE HAVING A RENAISSANCE

However, the most effective

marketing campaigns combine

offline and online channels.

DIGITAL AND TRADITIONAL

2

8

EMAIL MARKETING REIGNS SUPREMEEmail marketing is second only to the company’s

website in terms of investment and effectiveness.

INVESTMENT BY CHANNEL

COMPANY WEBSITE

73%EMAIL

MARKETING

62%SOCIAL MEDIA

43%

TOP THREE most popular channels for investment

1 2 3

3

9

EMAIL MARKETING REIGNS SUPREME

Email marketing is important because it helps to solve

the top three challenges mid-tier marketers face.

FOR MID-TIER MARKETERS

2 3REACHING NEW CUSTOMERS1 RE-ENGAGING

PAST CUSTOMERS

CREATING A LOYAL CUSTOMER BASE

3

10

EMAIL MARKETING REIGNS SUPREME

Email marketing is efficient

because it can be automated,

personalised and can reach the

customer on every device.

3

11

MAJOR DIGITAL STRATEGY DISCONNECT BETWEEN WEBSITES AND SEARCH

While websites are the most

popular channel for mid-tier

businesses to invest in (72.7%),

there is very little investment

in search.

COMPANY WEBSITE

EMAIL MARKETING

SOCIAL MEDIA

TRADE EVENTS

ONLINE ADVERTISING (DISPLAY)

NEWSPAPER ADVERTISING

MAGAZINE ADVERTISING

PRINTED CATALOGUES

ONLINE CATALOGUES

LETTERBOX DROPS

MOBILE/SMS MARKETING

OUTDOOR ADVERTISING

RADIO ADVERTISING

SEO

TV ADVERTISING

SEM

INVESTMENT BY CHANNEL LAST 12 MONTHS

72.7%

61.8%

43.0%

32.9%32.9%

32.1%30.5%

21.3%

20.5%

20.5%19.7%

16.5%

15.7%

12.4%

10.4%

6.0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

4

12

MAJOR DIGITAL STRATEGY DISCONNECT BETWEEN WEBSITES AND SEARCH

TOP CHANNELS MARKETERS ARE PROFICIENT IN:

TOP CHANNELS MARKETERS ARE AMATEUR IN:

19% TV ADVERTISING

53% ONLINE CATALOGUES

50% ONLINE ADVERTISING

59% PRINTED CATALOGUES

20% SEM

42% SEO

27% SMS MARKETING

56% EVENTSWhy? Mid-tier marketers

lack skill and understanding

in SEO/SEM, as they are

in the top three channels

that marketers feel they are

amateur at (42% for SEO,

20% for SEM).

4

COMPANY WEBSITE

EMAIL MARKETING

SOCIAL MEDIA

ONLINE ADVERTISING (DISPLAY)

ATTENDED, EXHIBITED, SPOKE AT EVENTS/TRADE SHOWS

MOBILE/SMS MARKETING

NEWSPAPER ADVERTISING

MAGAZINE ADVERTISING

ONLINE CATALOGUES

LETTERBOX DROPS

OUTDOOR ADVERTISING

RADIO ADVERTISING

SEO

TV ADVERTISING

SEM

PRINTED CATALOGUES

34.1%

28.5%

23.3%

18.5%

16.5%

14.5%

14.1%

13.4%

11.6%

11.2%

8.8%

8.4%

6.0%

8.0%

5.6%

4.0%

5%0% 10% 15% 20% 25% 30% 30% 40%

IN 2017 WHAT TRAINING WILL MID-TIER MARKETERS INVEST IN

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MAJOR DIGITAL STRATEGY DISCONNECT BETWEEN WEBSITES AND SEARCH

Only a small number of marketers

plan to get some training in 2017

(8% on SEO and 5.6% on SEM).

4

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METHODOLOGYThis report uses data from an online survey that SSI conducted on behalf of Salmat between 6 December

2016 and 18 January 2017. Answers were collected from 250 marketing business decision makers in Australia

mid-tier companies (defined as 25 to 200 employees). Salmat has analysed the data from these 250 mid-tier

companies to create this report.

TRADITIONAL CHANNELS DIGITAL CHANNELS

OUTDOOR ADVERTISING

WEBSITES

PRINTED

CATALOGUES

MOBILE / SMS

MARKETING

TV AND RADIO ADVERTISING

ONLINE ADVERTISING

(DISPLAY)

EVENTS SEM

NEWSPAPER AND MAGAZINE

ADVERTISING

EMAIL MARKETING

LETTERBOX SEO

In this report traditional channels include: In this report digital channels include:

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