The Return of Relationship Marketing
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The document discusses how Australian businesses promote themselves and connect with customers. It finds that most businesses use internet search engines and email marketing to promote themselves, while only about two-thirds have an online presence. "Online businesses" that use the internet and social media performed better in 2010 with higher revenues and more confident outlooks. The document argues that the future of business is human and connected, with the internet serving as a global democracy that allows for smarter and more cost-effective marketing connections through quality content and emotional storytelling.
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The Return of Relationship Marketing
- 1. The Return of the Relationship Tim Reed CEO | MYOB Limited EMSA 2011 | Innovation & Inspiration | October 19 © 2011, MYOB Limited, all rights reserved
- 2. Key discussion areas How Aussie business owners promote The internet is a global democracy The future of business is human Smarter Connections Head vs Heart marketing © 2011, MYOB Limited, all rights reserved
- 3. MYOB Business Monitor MYOB Business Monitor |The voice of Australian business owners Bi-annual survey 1000+ businesses, 0-200 employees Performance based: revenue & profit levels, cash flow, sales pipeline AU and NZ focus © 2011, MYOB Limited, all rights reserved
- 4. How Aussies business promote... The internet dominates Use Internet Search Engines (like Google) 29% Conduct email marketing 23% Use social media to promote business 22% Use Newspaper advertising 20% Use General Magazine advertising 8% Use Business Magazine advertising 7% Use Radio advertising 6% Use TV advertising 4% © 2011, MYOB Limited, all rights reserved
- 5. The proof behind “working smarter not harder”… © 2011, MYOB Limited, all rights reserved
- 6. As a general rule Australian Businesses are NOT early adopters of technology Early Adopter Late 19% Has Adopter Website 37% No Website 39% 61% Mid Adopter 44% © 2011, MYOB Limited, all rights reserved
- 7. % of Businesses with a website | By Country Australia & NZ in bottom of OECD countries... 100% 90% 80% 70% 60% 50% 40% 30% 20% © 2011, MYOB Limited, all rights reserved
- 8. “Online” businesses have higher revenues & are more confident. “Online Businesses” performed better during the 2010. – Revenue increased: 32% vs 22% “Online Businesses” predict more revenue growth in 2011. – Revenue increases: 48% vs 36% Q2 Sales pipeline higher for “Online Businesses”. – More work on: 40% vs 28% © 2011, MYOB Limited, all rights reserved
- 9. 2/3rds of Aussies research purchases or shop online... 1/3rd of Aussie businesses have an online presence © 2011, MYOB Limited, all rights reserved
- 10. our world is about change
- 11. the heart of change is the internet
- 12. The internet is a global democracy... © 2011, MYOB Limited, all rights reserved
- 13. Our instinct to connect is strong “People do business with people...”
- 14. the future of business is human
- 15. © 2011, MYOB Limited, all rights reserved
- 16. the future of business is connected... © 2011, MYOB Limited, all rights reserved
- 18. © 2011, MYOB Limited, all rights reserved
- 19. Is technology making us lazy marketers? © 2011, MYOB Limited, all rights reserved
- 20. TVC Campaign: Email Campaign | Sales Promo Sales Promo Media cost: $1 million Media cost: $2k Creative|TVC: $200k Creative | HTML: $1.5k 80 hrs of marketing 8 hrs of marketing time © 2011, MYOB Limited, all rights reserved
- 21. Content is king Quality CONTENT is everything... © 2011, MYOB Limited, all rights reserved
- 22. We are ruled by our emotions... © 2011, MYOB Limited, all rights reserved
- 23. Head vs Heart © 2011, MYOB Limited, all rights reserved
- 24. © 2011, MYOB Limited, all rights reserved
- 25. © 2011, MYOB Limited, all rights reserved
Notes de l'éditeur
- Topic overview:The return of the relationshipOnce upon a time email marketing was all about creating a one to one relationship with the recipient. However these days it seems that many companies send you a welcome e-mail and then drop you straight into an offer and product feature based blast strategy with little or no customisation.This keynote address will look at whether a relationship is still as important today and if recipients genuinely expect a tailored approach.
- Helping Government & Industry engage and connect with accountants and the business ownerCommunicating key Government messagesLeverage our communication channels to 150k+ business owners + 2.2k accountant clients.Implement “change” quickly & easilyMYOB assists in implementing changes quicklyBy understanding government & industry objectives, we advise on the easiest way to implement them to the majority of the market. How MYOB can support Government & Industry InnovationMYOB understands how to encourage & motivate businesses / tax agents to use new systems & processesSharing research, learning’s & observations
- Data from April 2011 on how Aussie business owners promote themselves:KEY MESSAGE: The rise of the internet as core to marketing. Top 3 channels to promote a business all harness the power of the internet.
- Our world is about change. And the pace of that change is extraordinary. New ideas, new ways of living and working, and a constant process of evolution mean that our world is at once bigger, and smaller than it has ever been before.
- And at the heart of that change is technology. Technology that not only has the power to shape the way we see the world, but enable us to transform it. We have seen that technological revolution can power real revolution – helping people be heard and shaping social change in a way that has reverberated around the globe, and leaving no doubt that by connecting with each other, people have real power.
- Play this before you start talking...
- Because at the heart of technology – and at the heart of business, are people. People do business with people. And where businesses find success – now and in the future – is where they make that single connection. The one that enables them to reach a customer, create a relationship, and satisfy a demand. The link that allows them to connect with each person they do business with, and by doing so, engage, challenge and energise a society.
- In the future, more than ever before, success will be defined by the ability to connect with people. Because the future of business is human. The future of business is you.We believe in you For everyone that has started their own business, there’s been a defining moment. A point at which you stopped dreaming and planning, and start doing. The time when you go from the safety and security of working for someone else to make that leap into the unknown. To strike out on your own, becoming the owner of your own business. In doing so, you’ve made that very human decision to take a risk, follow the harder path, invest more of yourself, define your own future and create something of your own.
- When we start out in business – things seem easier and simpler. Initially it’s usually a transaction between a buyer and a seller. But as a business grows, things get more complicated as you need to connect with more and more stakeholder – suppliers, team members, your accountant, lawyer, the ATO, distributors and so forthThe key to the business of the future is making your connections smarter and leveraging them is a simple and intuitive way.
- No matter what the future holds – the future of business will always be about people and connection. In the future, it’s how a business leverages connections that will define their success
- This is why at MYOB, we’ve been thinking about our role in the business of the future and how we can empower our 1 million client. They have provided us with 1 million reasons to make sure our solutions enable their future success. So we have invested more than $75m over the past 3 year to develop a range of technologies that make it easier for businesses to connect – smarter ways a business can operate to define and run their business on their own terms.
- At the core of our approach (same approach used by Apple and Microsoft) is the internet and the development of the MYOB Business Platform that will enable future technologies for our 1 million clients.Quick overview of the hero offering. AR online, mobile/apps (ipad etc) and Atlas
- There is a danger that as technology reduced the cost of some marketing channels (especially email) – that we don’t see that we are making a significant investment in media and therefore are not compelling to invest in creating quality content that engages and is relevant.
- Play this before you start talking...