Bringing the world Bringing the world of marketing and advertising to you. of marketing and

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3 Bringing the world Bringing the world of marketing and advertising to you of marketing and advertising to you

4 THE GLOBAL REVIEW - of Data-driven Marketing and Advertising Explores the role of data-driven marketing and advertising across 17 countries from more than 3,000 practitioners. N = 3,053 Panelists 4

5 The Rise and rise of data 92% say data is growing in importance to marketing and advertising 63.2% say spending up over last year 73.5% predict further growth

6 Data is Digital. Digital is Data

7 Customer-Centricity is driving DDMA Factors responsible for driving investment

8 Talent and technologies What resources would help drive DDMA most

9 Brand CUSTOMER Fragmentation Brand ENGAGEMENT Online & Offline Convergence DATA-DRIVEN MARKETING Brand Offline T Effectiveness Strategy User DATA-DRIVEN MARKETING Social tion Social Media Experience DATA INSIGHTS CREATIVITY Media n Multi-Channel Digital Media Intelligence Big DATA CONTENT erience Brand COMPLY MARKETING Social Media Strategy tation Big DATA TECHNOLOGY CONTENT User Experience e Marketing CONTENT CREATIVITY Automation DATA INSIGHTS tation Brand Automation Attribution Attribution Digital Media IVEN MARKETING Multi-Channel Social Media COMPLY Brand ness Strategy User Experience Real Time Effectiveness content erience DATA Marketing Online & Offline TECHNOLOGY MEDIA Digital Media Convergence Intelligence Real Time Marketing

10 Data drives our thinking Biggest opportunity, biggest challenge Skills gap Big data as an investment Data Protection

11 Consumers are more comfortable sharing certain types of information over others Financial information such as credit card details, banking etc are generally considered off limits Consumers are more open to sharing their age than their date of birth Consumers would prefer to share their address than their mobile/home phone number and address Whilst consumers won t always provide their primary address (50% have a secondary address that they give out) the majority of consumers aren t typically providing falsified information with only 5% regularly giving falsified information to companies (28% occasionally).

12 The level of trust also differs across industries Somewhat confident Confident Providers of necessary services (e.g. banks, utilities) have higher levels of confidence as do governments Confidence is lower for charities, online retailers, and media/entertainment companies all companies not historically known for capturing personal information

13 The Millennial generation are significantly more open and comfortable sharing their information than older generations 7/ yrs are significantly more comfortable sharing their information (41% comfortable, 30% comfortable) 18-34yrs are significantly more comfortable with the different ways companies can use their information e.g. purchase information can be analysed for more timely/relevant offers 4/ yrs are significantly more likely to think they have a good understanding of what personal information companies are collecting and how they are using it (42%) 18-34yrs are significantly more likely to recognise the data-value exchange 42% are happy for companies to use their personal information if it gives them better service 47% are more open to sharing their personal information in return for other rewards

14 Two-thirds of consumers say they are using at least one active measure online to regularly control how their information is being collected and/or used online 1/3 34% regularly delete the cookies on their Internet browser (39% occasionally) 1/4 26% regularly look for privacy policies / statements on a website before providing their personal information (44% occasionally) 1/4 24% regularly won t provide credit card details on a website (42% occasionally) 3/10 30% regularly use the privacy settings on their Internet browser to enable private browsing (34% occasionally) 1/2 50% have multiple addresses with the primary one used for personal/business purposes and not given out to 3rd parties (24% use regularly, 26% use occasionally)

15 Consumers are much more open to sharing information if they have a relationship with the company Weak relationship Strong relationship 2/3 4/10 1/4? 64% are open if they are a member of their loyalty programme 42% are open if requesting information e.g. brochure/quote 24% are open if they are considering purchasing something 2/3 63% are open if they are purchasing something 1/2 18% are open in 1/5 order to download or access special content 1/10 53% are open if entering a competition 11% are open if they are visiting a website

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17 What is content? A mash-up up relevant and valuable information, which tells a story to a very specific audience Blogs Webcasts and Podcasts Magazines Websites, Microsites Online Communities Social Media Events Newsletters Videos Mobile Apps

18 Content marketing objectives for Australian companies Brand awareness Engagement Customer retention/loyalty Customer acquisition 73% 71% 68% 67% lead generation Thought leadership 56% 56% Website traffic Sales 42% 48% Lead management/nurturing 29%

19 Measurement criteria for content marketing success Website traffic Social media sharing Qualitative feedback from customers Time spent on website SEO ranking Direct sales Increased customer loyalty Inbound links Sales lead quality Sales lead quantity Benchmark lift of product/service awareness benchmark lift of company awareness Cross-selling Aggiliate sales None Other Cost savings 5% 4% 3% 15% 12% 21% 47% 46% 45% 43% 38% 33% 32% 31% 28% 27% 62%

20 The biggest content marketing challenges for Australian companies Producing the kind of content that engages 21% Lack of budget Producing enough content 18% 18% Lack of buy-in/vision 13% Lack of knowledge, training and resources Lack of integration across marketing Producing a variety of content Inability to measure content effectiveness 7% 6% 5% 4% Finding trained content marketing professionals 1%

21 Technology is an enabler not a panacea Technology needs to be inbuilt into the creative process

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23 Number of top-box business effects The link with business effects appears strongly over longer timescales Creativity drives effectiveness strongly over the longer term creatively awarded non-awarded Business effects All time scales < 6 months > 6 months

24 Broad outreach is more effective than looking inwards Broad put-reach is more effective than narrow targeting Uplift in top-box business effects associated with addition of campaign strand 10% 5% 0% -5% -10% -15% -20% -25% 10%! Acquisition 5% 3% Sales promotion/ incentive Brand awareness/ positioning Data capture / lead generation -8% Loyalty -15% Referral -30% Campaign strand added -28%

25 DATA TECHNOLOGY Customer Experience CONTENT CREATIVITY

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27 Creating connections that matter Research Methodology Conducted by an independent agency, Quality Online Research (QOR) Over 9,500 Australians surveyed 45 real life scenarios across ten key industries: #adma auspost.com.au/creatingconnections

28 Who we talked to 7 Groups representative of all Australians Youth Younger professionals Younger families Older families Home duties Older professionals Retirees Under 25 years old. No children Dualincome household, with children under 10 years. Dualincome household, with children over 10 years. Most likely to have small children. Over 40 years old. Over 65 years old. Many university students or part-time workers. Household income: $50,000 - $150,000 Household income: $50,000 - $150,000 Household income: $50,000 - $150,000 Household income: under $50,000 Household income: $150,000 + Household income: under $50,000

29 What do consumers consider the most effective channels for your marketing messages?

30 Channel effectiveness the rankings

31 Media spend contrast 3 of top 5 going down 1. Nielsen AIS data, July 2011 June 2013; 2. Annual Catalogue Industry Report 2012/2013 Australian Catalogue Association. Figures rounded to nearest whole number.

32 Summary by demographic Top 5 most effective advertising channels Youth (under 25) Younger professionals Younger families Older families Home duties Older Professionals Retirees CATALOGUES & FLYERS TV ADVERTISING PRESS ADVERTISING RADIO ADVERTISING PERSONALISED DIRECT MAIL MARKETING OUTDOOR ADVERTISING SOCIAL MEDIA ADVERTISING ONLINE DISPLAY ADVERTISING TELE-MARKETING

33 Which channels do consumers consider to be most useful in specific scenarios? When evaluating options In making a final purchase decision Getting rewards or information from a product or service provider When switching within a category

34 Creating connections that matter the path to purchase DISCOVERY PURCHASE EVALUATE CONSIDER USE

35 Creating connections that matter What channels are consumers using on the path to purchase? Top three communication channels that consumers rated as most useful when evaluating options and making final decisions as a new customer

36 Creating connections that matter What channels are consumers using on the path to purchase? Top three communication channels that consumers rated as most useful when looking at new products (cross-sell) and keeping informed (retention) as an existing customer

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38 DATA TECHNOLOGY Customer Experience CONTENT CREATIVITY

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