Testing and optimisation could be hindering cross-channel campaigns in ANZ

Econsultancy’s Cross-Channel Marketing in Australia & New Zealand report offers a variety of insight into the marketing mix.

As Donna-Marie Bohan reports, the results show that “organisations need to focus more on post-campaign elements such as testing, optimisation and evaluation/learning.”

When asked to rank the parts of their marketing campaigns which take up most of their time:

  • 43% of client-side respondents chose strategy and planning as their first choice
  • 32% said design and content
  • testing (1%), optimisation (1%) and evaluation/learning (3%) all fell by the wayside.

The report concludes that a greater emphasis is required on testing, optimisation and learning, in order to improve cross-channel marketing efforts.

ANZ companies say social media offers greatest opportunity in 2017

In the same Econsultancy survey, social media came top of the pile when respondents were asked to name the three marketing channels that offer greatest opportunity in the coming year.

The channel was way out in front (59%), ahead of SEO (35%), email (32%) and events (31%).

social media apac priority

Tencent is top Chinese brand

The BrandZ Top 100 Chinese Brands is topped by Tencent, makers of WeChat, valued at $106bn.

The brand has increased in value by 29% since 2016. Alibaba ($58bn) and China Mobile ($57bn) fill the top three slots.

top china brands

78% of APAC consumers would not buy a brand that had misused their data

78% of APAC respondents in SAP Hybris’s Consumer Insight survey of 7,000 said they would not purchase from a brand again if it used their data without their knowledge.

However, 82% of respondents said they are willing to share personal data with brands (67% expect brands to protect their interests), with the top three pieces of data as follows:

  • 58% are willing to share their email address
  • 49% are willing to share shopping history and preferences
  • 36% are willing to share their mobile number

A slim majority (52%) expect brands to be transparent in their use and protection of consumer data.

Interestingly, in light of recent discussions about messaging encryption in the US and UK in the wake of terrorist activity, 47% said they wanted brands to ensure consumer privacy in the event of a criminal investigation.

Chinese and Thai consumers most demanding of customer service

The same SAP Hybris Consumer Insight Survey asked respondents about the response time they expect from brands dealing with customer queries.

The most demanding consumers are in China and Thailand, where 48% of respondents expect a response within an hour.

Across APAC, 80% of respondents said they expect brands to respond within 24 hours, and 52% within three hours.

More from Tech Revolutionist.

Aussie businesses overestimate their ability to meet consumer expectations

Starcom’s Media Futures report revealed a number of interesting findings about customer experience (CX) in Australia.

The survey of advertisers, media execs and consumers found:

  • a 150% increase in businesses boasting a specialist CX department over the last year
  • 55% of Australian businesses now believe they are advanced in CX
  • marketers scored themselves on average 61% higher than consumers when asked to what extent (out of 100%) they are meeting consumer expectations than consumers did

The chart below shows how much higher businesses from different sectors scored themselves in their ability to meet expectations than their consumers scored them.

cx expectations

Instagram a boon to hospitality brands in Australia

Hootsuite data shows Instagram sees an Australian bar, hotel, or restaurant featured in a post every 28 seconds, as reported by B&T.

Influencer content is particularly powerful and can generate up to 87% of post traffic in the sector.

Hospitality brand with an active online presence were shown to enjoy an increased positive brand perception of up to 20%. Nevertheless, the majority of businesses in the sector are not currently using social channels.

Two thirds of Chinese recruitment

A salary and employment survey by recruiter Michael Page found that two thirds of Chinese companies are now practising employer branding.

These businesses are trying to attract talent by growing their reputations as employers in a year when 55% of respondents plan to increase headcount.

The survey of 1,000 businesses also showed that 86% of companies are committed to diversity and inclusion.

Aussie homes have 6.4 screens on average

Most of these screens are internet enabled, according to the Q4 2016 Australian Multi-Screen Report from OzTAM and Nielsen.

Average daily broadcast TV viewing time for Australians is 2 hrs 39 mins. Across all types of viewing, 86.6% was broadcast TV in-home TV sets. 7.8% of viewing was on PC or laptop, 2.9% on smartphones and 2.7% on tablet.

The rather complicated chart below shows device penetration on the left Y-axis, viewing time on the right Y-axis and quarter on the X-axis.

Click to enlarge

aussie device penetration