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
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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
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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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