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OnlineNewsletter
from
Davis & Associates(Strategic Marketing)
Edition
3: Mid-November/December 2000
Item
1: Email Marketing Trends
New
research* indicates total global spend on e-mail marketing
will grow from almost $1.1 billion in 2000 to
over $4.5 billion by 2003.
E-mail
marketing includes:advertising,sponsorships, promotions,announcements
and CRM/retention initiatives.
E-mail
advertising alone currently accounts for around 46%
of total e-mail marketing spending, and is set to increase
from $496 million this year to over $2.19
billion by 2003.
The
balance of the increase over the next three years (i.e.
$2.35 billion) is attributed to "other e-mail marketing
products and services". This includes outsourcing solution
providers, software management, list-hosting software/
services,viral marketing tools and CRM-related email.
Another
key statistic: close to 59%* of online customers automatically
delete emails from unfamiliar parties/sources, only
serving to underscore the value and importance of permission-based
internet marketing.
*
"Email Marketing Report: emarketer"
Item
2: McKinsey Online - A Rich Source
The
McKinsey Quarterly online is a rich source
of intellectual capital from one of the world's recognised
strategy consulting firms,including coverage of a
wide range of marketing issues.
Articles
can be downloaded for free; you can register your
industry/functional interests and preferences on the
site; and you receive email notification of articles
that match your specific requirements.
The
2000 Number 3 edition, for example, includes
a banking and financial services marketing feature,providing
insights and case studies on a number of "hot topics".
An
essential bookmark: www.mckinseyquarterly.com
Item
3: Developing a Comprehensive Branding Strategy -
AMI Breakfast
The
Australian Marketing Institute is hosting a breakfast
seminar on: "Developing a Comprehensive Branding
Strategy" on Tuesday, 28 November,at The Renaissance
Hotel,Sydney.
Guest
speakers include:
The
breakfast will address: developing a brand architecture;
creating a brand vision and brand positioning; building
a brand culture;implementing effective brand management;valuing
a brand;and measuring brand awareness and brand equity.
For
more information and bookings, contact the AMI's event
manager, Furness Associates on (02) 9438 4141, or
email: furness@ozemail.com.au
Item
4: Opinion Piece - "A Seat at Management's Top Table
for Marketing"
In
many Australian organisations, the chief marketing
officer does not report directly to the CEO; typically,
they report into the next level down (e.g. to a Group
Executive, a Deputy CEO, an Executive General Manager,
a senior Partner etc), and, by virtue of being at
the "second tier", are reliant upon someone else (usually
a non-marketer) to be the voice and advocate for marketing
at the top table.
Yet
other functional heads such as finance, IT, legal
(and increasingly, human resources) are direct CEO
reports, and as such, often more strongly positioned
to obtain /retain resources and funding.
Moreover,
(as noted in an earlier edition), too few marketers
sit on company boards, while their counterparts from
finance and legal backgrounds proliferate the boardrooms
of Australia
So,
given the organisation-wide importance of such key
marketing issues as customer acquisition and retention,
brand equity and channel management, why is marketing
relegated to the "reserve bench"?
Part
of the answer lies with marketers themselves.
Marketers
have traditionally not been good at "marketing marketing"
within their organisations. Specifically:
-
Taking
responsibility for increasing the level of marketing
literacy at all levels in the organisation by driving
internal marketing education programs
-
Developing,distributing
and promoting relevant marketing KPIs(which reflect
wider organisational KPIs)to demonstrate marketing's
contribution to business growth and profitability
-
Looking
at practical measures which see marketing professionals
working outside functional silos and more closely
with the "business" (e.g. physical location of marketers
in business units, co-reporting arrangements, reciprocal
secondments, creation of multi-functional/ multi-discplinary
teams to work on specific organisation-wide marketing
projects etc).
In
terms of getting marketers on boards: increase your
understanding of corporate governance and directors'
roles/responsibilities; actively build a profile outside
your organisation through speaking opportunities,
PR etc; ensure your credentials are registered with
key board search consultants; network in relevant
business/industry associations; and actively seek
out mentors/coaches who can introduce you into networks
and guide your career.
Item
5: Key Sources of Retail Financial Information
Latest
research from Harris Interactive shows the Internet
is now only second to newspapers among major media
sources for retail consumers seeking financial information,
with some key differences between all and affluent
consumers.
Retail
Consumers: Financial Information Sources
Note:
Affluent Consumers (i.e. earn over $100k pa)
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