Your Supplier & Your Team’s Skillset
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Traction Digital Your Supplier and Your Team’s Skillset
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In today’s changing digital landscape a key challenge is instilling the up to date skills and expertise within your organisation to embrace and leverage these changes. Choosing the right supplier to help you bridge this skills and expertise gap is crucial in helping you cope. In this discussion we cover some criteria that you should consider when assessing your options.
Transcript of Your Supplier & Your Team’s Skillset
Traction DigitalYour Supplier
and Your Team’s Skillset
Current Situation?
*Source: Responsys Big Australia report / EConsultancy's Email Marketing Census 2012
In-house or External Specialist ?
In-House: Full time resource needed. Considerable communication activity required. Not straight forward to drive on results. Not core business.
External Specialist: Use on as needed basis. Result driven. Core business, constantly challenged to outperform.
Skillset key to low acquisition and conversion costs!
How do I know that my team needs up-skilling?
Source: EConsultancy's Email Marketing Census 2012
Digital is highly measurable
•Measurement of interactions•Bounce from home page•Opens and Clicks on Emails
•Call Centre Activity
Benchmark Yourselves – Are you improving?
What tools are available for Benchmarking?
Source: EConsultancy's Email Marketing Census 2012
eConsultancy
Hub Spot
Monetate
MediaPost
Maturity Assessments
What might I need to assess?
Source: EConsultancy's Email Marketing Census 2012
Design – Multiple Device and Browser
Testing Processes – Are they defined?
Reporting – Do you have KPI’s?
Best Practice – Do you meet these?
Legislative – Are you compliant?
Technology Advances – Do you know what is out there?
Design and Optimisation
• Responsive Design
• Testing for multi browser/multi device
• 76% of Australian organisations do not run AB
testing of subject lines or AB testing of images
• Do you team have a process around this?
If an email does not display correctly,69.7% will delete it immediately.
As of end 2012, more people view email on mobile devices than on their Desktop or Webmail
clients.
How do I get the RFP right?
Have a defined strategy(or get expertise to help you with this)
Digital is highly measurable
RFPs should be written around specific business outcomes
What should I be looking for in the response?
StrategyUnderstanding of your current situation
Partnership ApproachRegular reviews
Focus on your outcomesSupport around expertise
Proactive advice on effective executionFlexibility and Scalability
Budget Beyond Your Platforms
Technology does not drive resultsExpertise and strategy do
Expertise can cost as much as the platforms
Skill+
Expertise__________________________
Stronger EngagementRight Content, Right Audience
Right Format, Right Timing__________________________
Questions?
Nigel Lindsay-SmithSales Director(02) 9469 5769
