Benchmarketing was back in 2016, for it’s latest Game Changers event in Sydney and Melbourne.
The Martec attended in Sydney, held at the Intercontinental there were 75 top marketing professionals from some of Australia’s largest companies. There was a very experienced and diverse group of speakers who looked at how growth, people and culture, technology and metrics all play a key part in a company’s digital strategy and effectiveness.
Growth vs. Customer Experience
Dave Malcolm, Co-founder & MD @ Marley Spoon, a home delivery recipe and ingredients service, spoke about the importance of the balance between growth and customer experience. He says startups often get too focused on growth without understanding the implications to customer experience, cash flow, operational delivery and stress. By gathering and reviewing data points across the entire product and transaction cycle, Marley and Spoon have been able to test and refine their offering to achieve results both for Acquisition and Customer Experience. Examples of this are investing in mobile app development after seeing 61% of their users were accessing the cite on mobile devices or asking customers if they preferred recipes digitally or in print. As a result, they’ll optimise the site for mobile, gain cost savings through long-term investment, save $75k per year on print costs and enhance the overall customer experience.
Creating Team Synergy
Mike Stephenson, Digital Manager @ HBF spoke about the role of team synergy in Digital Transformation. HBF is the largest health insurance provider in Australia. Their digital journey is dependent on a clear and effective team environment because their digital offering falls across multiple teams and stakeholders. They separate their digital team into 3 – Digital Channel Experience, Digital Marketing, and Digital Technology. Mike spoke about the importance of culture to advance digital strategy. HBF believe it’s important to focus on 3 key areas to advance digital strategy; Culture to build measure and learn, Engagement to garner trust, sharing and allowing for failure and creating an environment to allow change by addressing vision, skills, incentives, resources and an action plan.
What’s Happening In Programmatic?
Gil Snir, CMO at Benchmarketing spoke about how time-based, viewability metrics are not an appropriate measurement for digital advertisement traction. He asked the audience a question – ‘If an ad loads in a browser and no one notices it, does it matter?”. He warns advertisers to avoid proxy metrics and focus on goals that matter. Programmatic marketing allows for more accountability in key areas including engagement, leads, sales, and revenue.
The Mystery of Attribution
The last speaker was Kristy Millers, Digital Manager @ NRMA. Speaking about the mystery of attribution, she stressed that sales have moved from an art to a science and that the companies that understand how they can use data will be more successful. NRMA are working to ensure that goals are aligned across the digital stakeholders from content, SEO, social and marketing and then ensuring their attribution models are reflecting what is it they’re trying to achieve.