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Marketsoft News

How not to personalise your next marketing email

By Kathy Salter, @Marketsoft ‘Dear Kathy’ the email started. Well, there’s hope, I thought, optimistically. I’ve received a few ‘Dear ,’ emails recently from organisations that should know better. Marketers, let’s face it, are not the easiest people to engage. We analyse the email at the same time as deciding sceptically whether or not to

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Speed Kills (A Cautionary Tale)

This sad tale begins a few months ago, in a world not totally unlike ours… My wife and I are looking for a new car and, based on research alone, are fairly settled on the New Ford Kuga. During my research, I innocently – whilst browsing the Ford Australia website – filled out a form

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Marketing and IT. Best Friends Forever.

Who are your besties at work? Do they sit it the IT department? Maybe not, according to recent research. One of the most important challenges facing today’s marketers is the need to become more technologically and data savvy. We need access to good quality customer data. We need to be able to analyse and segment

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When data-driven marketing feels like stalking

At this year’s ADMA Data Day, Woolworths Head of Everyday Rewards & Woolworths Insurance, George Hughes, was addressing the Data-driven marketing stream about the retailer’s successful Everyday Rewards scheme. When the time came for questions, the plaintive cry rang out across the conference room: “How does Woolworth’s know which toothpaste I use?” It was an

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One quick fix to improve B2B campaign ROI

By Kathy Salter, @Marketsoft Any marketer working with business to business data will tell you – it can be tricky. The days of a job for life are long gone and it is estimated that, by 2020, average Australians will leave their jobs every three to four years. Think about what that means for your

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My Top Blogs for Digital Marketers

I have a dilemma. I use my commute to work to keep up with the blogs that I follow.  It takes about thirty minutes to go over my feed-burner listing, but I only live five stops on the subway from my office (OK, so it’s not really the subway, but given most of my journey

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B2B Customers Are People Too

Unless you’ve been living under a (digital) rock, you’ll have read plenty about the rise of the customer and the monumental shift in marketing theory. Some have referred to the movement as the new marketing revolution, the coming of age for direct marketing, even the end to traditional advertising as we know it. The customer

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2012 Rotary Charity Regatta

After an auspicious super storm that swept us all huddling into the CYCA club house to start the afternoon, the heavens opened up and we were all away racing in the 2012 Rotary Charity Regatta! It was unfortunate Tracy Ayres of Virgin Wines could not join us after having to put a fire out in

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