The many faces of marketing

Our key learnings from the Product Marketing Summit – and what you can learn, too

We caught up Juliette Aiken, Victoria Dovey, and Julia Neuhold, to find out more about:

  • the role of the product marketer
  • why it’s an up-and-coming function in businesses around the world
  • and what takeaways you can apply to your role, regardless of the marketing prefix your job title bears.

1. Firstly, tell us a bit about what product marketers do. Does it differ from regular marketing?

Juliette:

Product marketers work at the intersection between product and marketing, but also sales. We work closely with the product management team in creating successful products that sales teams enjoy selling and customers love using. dotdigital started as a pure-play ESP 20(!) years ago. With the launch of our campaign orchestration tool, we evolved into a marketing automation platform. When I joined the business, automation adoption was under 20%; just last week we found that more than 80% of our customer base now adopted automation! Since then, we’ve added a host of channels and smart functionality and have advanced further into the Customer Engagement space. MarTech is always evolving, as are the expectations of the marketer, and so as you can imagine, a lot of our time goes into making sure we get the product messaging and positioning right. We need to ensure people know what value they can get from our platform.

As for whether it differs from regular marketing, it depends. Ultimately, there is much overlap between the goals of marketers and product marketers, the process and how you get there is what tends to differ. Although saying that, many marketers already fulfill product marketing functions, they just don’t get called out as such. It’s a mixed bag really.

Victoria:

Externally, product marketers communicate a product offering to customers. Internally, they act as a translation and communication team for the product team to other departments. One key area that is, however, often overlooked is that both of these functions also work in reverse as we feed back to the wider product team from all the people inside and outside the business we speak to in our roles.

Stakeholder management is a big part of it, keeping them informed and having the facts and figures in your back pocket to justify roadmap items, proving value to both the business and customers. Because they operate in such a multi-disciplinarian manner, product marketers need to be skilled in strategy, creativity, and also people management. I think that’s one of the reasons why product marketing is growing so quickly, because it brings the business together whilst also allowing it to move to new places.

Julia:

One thing I will say is that product marketing at dotdigital is never dull. We are part of the product team, but we sit in on meetings with sales and marketing, and work closely with a number of customer-facing teams. As a product marketer, you’re different things to different people, which requires quite a diverse skillset – the key one being communication. I particularly enjoy how we are asked to combine creativity and analytical skills to solve problems and keep everyone looking forward. The Product Marketing Alliance just released the State of Product Marketing Report 2019, which is worth checking out it you’re interested in product marketing goals, responsibilities, and so on.

2. So there’s definitely an overlap with marketing! Was this reflected in the attendance of the Product Marketing Summit last week?

Victoria:

There are loads of transferable skills between us, and we work a lot of the same space. We communicate directly with customers working with the marketing department on campaigns and the marketing website, and work together on content and event ideas. 

Julia:

The summit was attended mostly by product marketer execs and managers like us, but there were also some growth marketers and growth product managers who share very similar goals as us. Ultimately, we’re all working towards increasing platform and feature adoption. 

3. Was there a common thread across the talks?

Juliette:

Many of the topics discussed on the day can be brought back to the same central theme: communication. What you say, how you say it, and even when you say something can have an effect on the impact and success of your message. As marketers we have to think whether something is a marketing message, or an operational one, and so on. Whilst defining these is important from a legal or industry guideline standpoint, customers don’t see it that way. They expect the same familiar, relevant experience whether you’re sending a BAU marketing email versus an update on their last order. So really, I think a lot of attendees came away with the message that all communications count as touchpoints and that they should strive for consistency between them – regardless of who ‘owns’ that channel.

Julia:

The biggest recurring theme for me was the idea that we’re not just selling a product, we’re selling a solution to a problem, and to do that, you need empathy. If you just focus on the product, you’ll end up with an all-singing- all-dancing end result that appeals to no one, precisely because it’s trying to appeal to everyone. But if you focus just on the customer and ignore the product, you can end up in a space wildly different from your actual value proposition, making you again appeal to no one. Pain points should be front and center to value propositions; but rather than trying to please everyone, you need to get to the bottom of what it is they want to achieve, and find a solution that might be different from what they were expecting.

4. What communication trends are you interested in at the moment?

Victoria:

We’ve discussed how important it is to get to know your customer, and one of the best ways to get to know their pain points is to make it easy for them to get in touch. Frictionless two-way communication is a big part of this. it applies to our own customer comms as well as the end customers of our platform users. Enabling replies to messages, whether they are emails, SMS, or web chats is crucial in improving brand-customer relationships; and improving those relationships is often the last battleground between you and your competitors. 

Julia:

I agree, and another way to improve upon these relationships is by building trust. Just like our personal relationships, customers require honesty and transparency in what they are getting. For your product or service, it helps to be direct with customers by removing jargon and marketing filler words – just be frank in what they are getting for their money!

For your communications, the GDPR of course requires you to have clear opt-in and opt-out processes. This means many businesses have been forced to focus on what us good marketers have known for years – providing something valuable in your content that the campaign audience will want to read or know about! But it also helps to set expectations from the start by breaking down what it is they’ll be receiving from you, how often, and giving them granular control of this so it’s not an all-or-nothing captive situation. At dotdigital, one of the ways we advocate for transparency is through our public roadmap. It’s something quite unique to us in our market space and allows customers to always know what our product team is working on.

Juliette:

One of the points raised at the Product Marketing Summit was around the voice of the customer – and who looks after it. In most businesses, many teams wear the ‘voice of the customer’ hat, and rightly so. They all have a part to play in collating feedback, all from different standpoints which makes it all the more valuable. It is however important that one team is in charge of synthesizing all this feedback, to ensure it gets distilled in a way that is meaningful and actionable. So whilst not an established (internal) communication trend yet, I hope this is something that will be recognized and gain more traction in 2020, both at dotdigital and other businesses.

5. And finally, what are your top three takeaways from the Product Marketing Summit that everyone could learn from?

Juliette:

The idea that the competition isn’t always who you think it is. Krishna Panicker, VP of Product at Pipedrive, delivered a great talk on this and relayed that during his time at Skype, no one even saw WhatsApp coming for them. As far as Skype was concerned, it delivered a desktop based voice-calling app, and newcomer WhatsApp was a mobile messaging app that was playing in an entirely different space. We all know what happened next.

Another frequently cited example of a company thinking of its competition differently is that of Netflix, and how sleep is their biggest competitor. 
The key takeaway here is if you focus solely on the product, you get more product – the only differentiator between you and a competitor becomes a checkbox. Panicker revisits the principle of minimum differentiation and urges us all to look for the ‘invisible slice of the pie’. 

It’s a timely message for us here at dotdigital as well, especially as we are in the middle of our annual Hackweek. During Hackweek the known macro-level pressures are put to one side, and the tech teams have a chance to focus on creative, innovative projects that will make a difference. The winning result is a highly original product, tool, or feature that enhances the marketer’s day job. Stay tuned for a blog in January to find out which idea won this year…

Victoria:

For me, it was mostly the idea of how much it benefits everyone to have product marketing in the room sooner. Because we are unique in working across so many different departments, we bring perspective that could sometimes go amiss. We know what’s coming with the product, and we know the history of decision-making that led to that advancement in the roadmap. Not only that, but we can take the knowledge and comments of other teams and feed that back into the product. This kind of knowledge sharing ultimately empowers everyone in the business. 

Julia:

Finally, I’d say that the role of sales enablement goes beyond what people typically perceive it to be. You’re essentially enabling any customer-facing team, to tell the right product stories in whatever context they find themselves in. And more importantly: this relationship goes two ways. At dotdigital, working closely with account managers and customer success allows us to regularly gather valuable customer feedback. In that same vein, it’s also our responsibility to enable the core marketing team to ensure there’s a coherent brand experience. This, combined with the fact that we wear so many hats, is why we encourage all staff members to come to us with anything they feel we can help with. And we would encourage you to do the same with your product marketing team!


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2017 will be the Year of AI and Many Other Distractions

So, what are going to be the key trends in email marketing? As an industry we are going to spend most of the year focussed on:

  • GDPR
  • The death of ‘batch and blast’
  • Purchasing from the Inbox

While it is easy to get excited by all of the opportunities that these trends present (even GDPR), we always need to remember that until we get the basics right, adopting new technology is like putting lipstick on a pig.

GDPR

I recently asked a group of about 100 email marketers whether they were worried about GDPR and nobody raised their hands. So I asked who knew what GDPR stands for and again nobody raised their hands. At this point I started thinking that maybe they were shy so I asked if anybody roughly knew what GDPR is … again nothing.

GDPR stands for General Data Protection Regulations and is the new European data protection regime which will come into effect in May of 2018. Like all regulations there are some vagaries in the wording for which we are eagerly awaiting guidance from the ICO but there are some things we do know.

  • Brexit will not matter – The Secretary of State for DCMS has confirmed that GDPR will apply in the UK from May 2018 just like the rest of the EU. This makes sense for a number of reasons. First, the UK will still be part of the EU in May 2018. Secondly, this was pretty much the last EU regulation negotiated before the Brexit vote, so it is just more practical to adopt it and move on to other things. Third, we will have to be recognised as a data safe haven if we want to continue to trade with the remaining EU members.
  • Plain English – Under the new regime, privacy policies have to be both more detailed and written in plain English. That means that the marketers and lawyers will have to work together to draft language that is both detailed and accurate but not written in legalese and has the brand’s tone of voice.
  • Permission – We will have to be able to confirm that it was the owner of the email address that opted in, not just someone else using that email address. dotmailer has been out in front on this by recommending confirmed opt-in since this past summer. Email marketers will also have to start recognising that permission is not forever. We will have a finite window within which we can first use the registrant’s data and a maximum length of inactivity and un-engagement before we have to stop using their data.

GDPR is a thing and while the email space will be less impacted than many other channels, email marketers need to get their heads around it in the first half of 2017.

‘Batch and blast’ is dead

There are three factors that are coming together and which will drive us to finally kill off batch and blast. We have been talking about the need for greater relevance for nearly twenty years but irrelevant emails worked so there was no real incentive to spend the extra money on significant segmentation. The three driving forces now are:

  1. Consumers are getting tired – We recently launched the Consumer Tracker Report with the DMA, which has been tracking consumer attitudes towards email marketing for the past seven or eight years. The biggest takeaway from the report for me was that consumer attitudes towards marketing email are really quite positive but I get the sense that that could change very quickly:
    • 61% of UK consumers get more than 21 emails per week from brands
    • 85% of UK consumers say that more than half of the emails they get are irrelevant
    • 50% of all consumers have or would consider deleting an email address to control the marketing email they receive.

When asked, UK consumers prefer email as the way to maintain relationships with brands by more than 2:1 over every other channel, across all age groups. But that will quickly wane if we continue to deliver content about which they could just not care less.

  1. Data Science – The result of the feverish chase after “Big Data” a few years ago has left us with both the systems to process all of the data we have and the people to help us make sense of it all. This has resulted in marketers being able to better use both the explicit and implicit data that they have to drive marketing action. We also now have the systems in place to convert this information into great customer engagement through marketing automation. When we speak of marketing automation, people generally think that is a customer does A, we will deliver N and if they do B, we will deliver O. This is what we call downstream automation. We also need to remember that we can automate many of the activities that go into building a campaign and getting it out the door. We call this automation of the low value-added button pushing, upstream automation.
  2. AI – Like it or not, 2017 will be the year of Artificial Intelligence. If data science allows us to pick out the key information from all of our data, then AI allows us to automate the process and get better information more quickly. AI in various forms is already in the email space, with tools like Phrasee and Subject Line Gold. Just before Christmas our product development team got into the act during our AI themed hack week.

It is time for batch and blast to die. We are at a point where the opportunity cost of irrelevant emails exceeds the cost of delivering relevant content to each and every recipient.

Purchasing from the inbox

For years the email-receiving community has been actively stripping functionality out of email as a way to protect their customers from spammers pushing malware. In 2017 we are going to see the industry collaborate with the payment providers to allow customers to purchase directly from their inbox. Some of our clients have tested Apple Pay in their emails to great effect, so while this is possible today, it will become widespread in 2017.

Again dotmailer is leading the charge here, with a new PayPal feature we are releasing into beta on January 4 and will go into full release in February. This new feature adds a PayPal button as an element in EasyEditor, which can then be added to any email. The PayPal button is the easiest way to sell a single product straight from the inbox; just add your PayPal account details and product information and you’re done. When your contact clicks the button they’ll be taken to PayPal to complete the transaction.

Don’t be distracted

As I said above, there are going to be some great opportunities in 2017 with data science-driven automation, AI and purchasing from the inbox. Even GDPR will present us with some great opportunities to take our email programs to the next level. That said, we need to make sure we are nailing the basics before we embark on using some of this new technology (GDPR is quickly becoming one of the basics so no ignoring that one). All of this new technology enables us to do the “basics” better, faster and smarter. Get the basics right then use the technology to smash your targets.

The post 2017 will be the Year of AI and Many Other Distractions appeared first on The Email Marketing Blog.

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Meet Dan Morris, Executive Vice President, North America

  1. Why did you decide to come to dotmailer?

The top three reasons were People, Product and Opportunity. I met the people who make up our business and heard their stories from the past 18 years, learned about the platform and market leading status they had built in the UK, and saw that I could add value with my U.S. high growth business experience. I’ve been working with marketers, entrepreneurs and business owners for years across a series of different roles, and saw that I could apply what I’d learned from that and the start-up space to dotmailer’s U.S. operation. dotmailer has had clients in the U.S. for 12 years and we’re positioned to grow the user base of our powerful and easy-to-use platform significantly. I knew I could make a difference here, and what closed the deal for me was the people.  Every single person I’ve met is deeply committed to the business, to the success of our customers and to making our solution simple and efficient.  We’re a great group of passionate people and I’m proud to have joined the dotfamily.

Dan Morris, dotmailer’s EVP for North America in the new NYC office

      1. Tell us a bit about your new role

dotmailer has been in business and in this space for more than 18 years. We were a web agency, then a Systems Integrator, and we got into the email business that way, ultimately building the dotmailer platform thousands of people use daily. This means we know this space better than anyone and we have the perfect solutions to align closely with our customers and the solutions flexible enough to grow with them.  My role is to take all that experience and the platform and grow our U.S. presence. My early focus has been on identifying the right team to execute our growth plans. We want to be the market leader in the U.S. in the next three years – just like we’ve done in the UK –  so getting the right people in the right spots was critical.  We quickly assessed the skills of the U.S. team and made changes that were necessary in order to provide the right focus on customer success. Next, we set out to completely rebuild dotmailer’s commercial approach in the U.S.  We simplified our offers to three bundles, so that pricing and what’s included in those bundles is transparent to our customers.  We’ve heard great things about this already from clients and partners. We’re also increasing our resources on customer success and support.  We’re intensely focused on ease of on-boarding, ease of use and speed of use.  We consistently hear how easy and smooth a process it is to use dotmailer’s tools.  That’s key for us – when you buy a dotmailer solution, we want to onboard you quickly and make sure you have all of your questions answered right away so that you can move right into using it.  Customers are raving about this, so we know it’s working well.

  1. What early accomplishments are you most proud of from your dotmailer time so far?

I’ve been at dotmailer for eight months now and I’m really proud of all we’ve accomplished together.  We spent a lot of time assessing where we needed to restructure and where we needed to invest.  We made the changes we needed, invested in our partner program, localized tech support, customer on-boarding and added customer success team members.  We have the right people in the right roles and it’s making a difference.  We have a commercial approach that is clear with the complete transparency that we wanted to provide our customers.  We’ve got a more customer-focused approach and we’re on-boarding customers quickly so they’re up and running faster.  We have happier customers than ever before and that’s the key to everything we do.

  1. You’ve moved the U.S. team to a new office. Can you tell us why and a bit about the new space?

I thought it was very important to create a NY office space that was tied to branding and other offices around the world, and also had its own NY energy and culture for our team here – to foster collaboration and to have some fun.  It was also important for us that we had a flexible space where we could welcome customers, partners and resellers, and also hold classes and dotUniversity training sessions. I’m really grateful to the team who worked on the space because it really reflects our team and what we care about.   At any given time, you’ll see a training session happening, the team collaborating, a customer dropping in to ask a few questions or a partner dropping in to work from here.  We love our new, NYC space.

We had a spectacular reception this week to celebrate the opening of this office with customers, partners and the dotmailer leadership team in attendance. Please take a look at the photos from our event on Facebook.

Guests and the team at dotmailer's new NYC office warming party

Guests and the team at dotmailer’s new NYC office warming party

  1. What did you learn from your days in the start-up space that you’re applying at dotmailer?

The start-up space is a great place to learn. You have to know where every dollar is going and coming from, so every choice you make needs to be backed up with a business case for that investment.  You try lots of different things to see if they’ll work and you’re ready to turn those tactics up or down quickly based on an assessment of the results. You also learn things don’t have to stay the way they are, and can change if you make them change. You always listen and learn – to customers, partners, industry veterans, advisors, etc. to better understand what’s working and not working.  dotmailer has been in business for 18 years now, and so there are so many great contributors across the business who know how things have worked and yet are always keen to keep improving.  I am constantly in listening and learning mode so that I can understand all of the unique perspectives our team brings and what we need to act on.

  1. What are your plans for the U.S. and the sales function there?

On our path to being the market leader in the U.S., I’m focused on three things going forward: 1 – I want our customers to be truly happy.  It’s already a big focus in the dotmailer organization – and we’re working hard to understand their challenges and goals so we can take product and service to the next level. 2 – Creating an even more robust program around partners, resellers and further building out our channel partners to continuously improve sales and customer service programs. We recently launched a certification program to ensure partners have all the training and resources they need to support our mutual customers.  3 – We have an aggressive growth plan for the U.S. and I’m very focused on making sure our team is well trained, and that we remain thoughtful and measured as we take the steps to grow.  We want to always keep an eye on what we’re known for – tools that are powerful and simple to use – and make sure everything else we offer remains accessible and valuable as we execute our growth plans.

  1. What are the most common questions that you get when speaking to a prospective customer?

The questions we usually get are around price, service level and flexibility.  How much does dotmailer cost?  How well are you going to look after my business?  How will you integrate into my existing stack and then my plans for future growth? We now have three transparent bundle options with specifics around what’s included published right on our website.  We have introduced a customer success team that’s focused only on taking great care of our customers and we’re hearing stories every day that tells me this is working.  And we have all of the tools to support our customers as they grow and to also integrate into their existing stacks – often integrating so well that you can use dotmailer from within Magento, Salesforce or Dynamics, for example.

  1. Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

In addition to the ones above – ease of use, speed of use and the ability to scale with you. With dotmailer’s tiered program, you can start with a lighter level of functionality and grow into more advanced functionality as you need it. The platform itself is so easy to use that most marketers are able to build campaigns in minutes that would have taken hours on other platforms. Our customer success team is also with you all the way if ever you want or need help.  We’ve built a very powerful platform and we have a fantastic team to help you with personalized service as an extended part of your team and we’re ready to grow with you.

  1. How much time is your team on the road vs. in the office? Any road warrior tips to share?

I’ve spent a lot of time on the road, one year I attended 22 tradeshows! Top tip when flying is to be willing to give up your seat for families or groups once you’re at the airport gate, as you’ll often be rewarded with a better seat for helping the airline make the family or group happy. Win win! Since joining dotmailer, I’m focused on being in office and present for the team and customers as much as possible. I can usually be found in our new, NYC office where I spend a lot of time with our team, in customer meetings, in trainings and other hosted events, sales conversations or marketing meetings. I’m here to help the team, clients and partners to succeed, and will always do my best to say yes! Once our prospective customers see how quickly and efficiently they can execute tasks with dotmailer solutions vs. their existing solutions, it’s a no-brainer for them.  I love seeing and hearing their reactions.

  1. Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m originally from Yorkshire in England, and grew up just outside York. I moved to the U.S. about seven years ago to join a very fast growing startup, we took it from 5 to well over 300 people which was a fantastic experience. I moved to NYC almost two years ago, and I love exploring this great city.  There’s so much to see and do.  Outside of dotmailer, my passion is cars, and I also enjoy skeet shooting, almost all types of music, and I love to travel – my goal is to get to India, Thailand, Australia and Japan in the near future.

Want to find out more about the dotfamily? Check out our recent post about Darren Hockley, Global Head of Support.

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The Magento Xcelerate program: A positive sum game

As an open source ecommerce platform, Magento is flexible and accessible for developers to work with and as a result, an active community of developers emerged on online forums and at offline meetups all over the world. Many of these were happily plugging away independently of Magento until the split from eBay in early 2015.

Free from the reins of eBay, Magento has decisively been reaching out to, promoting and rewarding the individuals, agencies and technology providers that make up its ecosystem. Last February they announced the Magento Masters Program, empowering the top platform advocates, frequent forum contributors and the innovative solution implementers. Then at April‘s Magento Imagine conference (the largest yet) the theme emerged as ‘We are Magento”, in celebration of the community.

The new Xcelerate Technology Partner Program focuses not on individuals but on business partnerships formed with the technology companies that offer tools for Magento merchants to implement.

 Sharing ideas, opportunities and successes:

This is the Xcelerate Program tagline, which acts as a sort of mission statement to get the technology partners involved moving with regards to continuously considering Magento in their own technology roadmap and jointly communicating successes and learnings from working on implementations with merchants.

“In turn, the program offers members the tools to get moving, through events, resources and contacts. Our goal is to enable you to be an integral part of the Magento ecosystem” Jon Carmody, Head of Technology Partners

The program in practice:

The new program is accompanied by the new Marketplace from which the extensions can be purchased and downloaded. The program splits the extensions into 3 partnership levels:

Registered Partners – these are technology extensions that the new Magento Marketplace team test for code quality. Extensions must now pass this initial level to be eligible for the Marketplace. With each merchant having on average 15 extensions for their site, this is a win for merchants when it comes to extension trustworthiness.

Select Partners – extensions can enter this second tier if the technology falls into one of the strategic categories identified by Magento and if they pass an in-depth technical review. These will be marked as being ‘Select’ in the Marketplace.

Premier Partners – this level is by invitation only, chosen as providing crucial technology to Magento merchants (such as payments, marketing, tax software). The Magento team’s Extension Quality Program looks at coding structure, performance, scalability, security and compatibility but influence in the Community is also a consideration. dotmailer is proud to be the first Premier Technology Partner in the marketing space for Magento.

All in all, the latest move from Magento in illuminating its ecosystem should be positive for all; the merchants who can now choose from a vetted list of extensions and know when to expect tight integration, the technology partners building extensions now with clearer merchant needs/extension gaps in mind and guidance from Magento, and of course the solution implementers recommending the best extension for the merchant now knowing it will be maintained.

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Is Australia the land of opportunity for your retail brand?

Australia has a resident population of more than 24 million and, according to eMarketer, the country’s ecommerce sales are predicted to reach A$32.56 billion by 2017. The country’s remote location in the APAC region means that unlike European countries or the USA, traditionally there have been a lack of global brands sold locally.

Of course, we also know that many expatriates, particularly from inside the Commonwealth, have made Australia their home and are keen to buy products they know and love from their country of origin.

All of these factors present a huge and potentially lucrative opportunity for non-Australian brands wanting to open up their new and innovative products to a fresh market, or compete for market share.

But it’s not just non-Australian retailers who are at an advantage here: Australia was late to the ecommerce party because native, established brands were trading well without it. Subsequently, Australian retailers’ ecommerce technology stacks are much more recent and not burdened by legacy systems. This makes it much easier to extend, or get started with, best-of-breed technologies and cash in on a market that’s booming. To put some of this into perspective, Magento’s innovative ecommerce platform currently takes 42% of Australia’s market share and the world’s first adopter of Magento 2.0 was an Australian brand.

The GST loophole

At the moment, local retailers are campaigning against a rule that exempts foreign websites from being charged a 10% general sales tax (GST) on purchases under A$1,000. And in 2013, Australian consumers made $3.11 billion worth of purchases under A$1,000.[1]

While the current GST break appears to put non-Australian retailers at an advantage, Australian-based brands such as Harvey Norman are using it to their advantage by setting up ecommerce operations in Asia to enjoy the GST benefit.

Australian consumers have also countered the argument by saying that price isn’t always the motivator when it comes to making purchasing decisions.

It’s not a place where no man has gone before

Often, concerns around meeting local compliance and lack of overseas business knowledge prevent outsiders from taking the leap into cross-border trade. However, this ecommerce passport, created by Ecommerce Worldwide and NORA, is designed to support those considering selling in Australia. The guide provides a comprehensive look into everything from the country’s economy and trade status, to logistics and dealing with international payments.

Global expansion success stories are also invaluable sources of information. For instance, it’s not just lower-end retailers that are fitting the bill, with brands like online luxury fashion retailer Net-a-Porter naming Australia as one of its biggest markets.

How tech-savvy are the Aussies?

One of the concerns you might have as a new entrant into the market is how you’ll reach and sell to your new audience, particularly without having a physical presence. The good news is that more than 80% of the country is digitally enabled and 60% of mobile phone users own a smartphone – so online is deeply rooted into the majority of Australians’ lives. [2]

Marketing your brand

Heard the saying “Fire bullets then fire cannonballs”? In any case, you’ll want to test the waters and gauge people’s reactions to your product or service.

It all starts with the website because, without it, you’re not discoverable or searchable, and you’ve nowhere to drive people to when running campaigns. SEO and SEM should definitely be a priority, and an online store that can handle multiple regions and storefronts, like Magento, will make your life easier. A mobile-first mentality and well thought-out UX will also place you in a good position.

Once your new web store is set up, you should be making every effort to collect visitors’ email addresses, perhaps via a popover. Why? Firstly, email is one of the top three priority areas for Australian retailers, because it’s a cost-effective, scalable marketing channel that enables true personalization.

Secondly, email marketing automation empowers you to deliver the customer experience today’s consumer expects, as well as enabling you to communicate with them throughout the lifecycle. Check out our ‘Do customer experience masters really exist?’ whitepaper for some real-life success stories.

Like the Magento platform, dotmailer is set up to handle multiple languages, regions and accounts, and is designed to grow with you.

In summary, there’s great scope for ecommerce success in Australia, whether you’re a native bricks-and-mortar retailer, a start-up or a non-Australian merchant. The barriers to cross-border trade are falling and Australia is one of APAC’s most developed regions in terms of purchasing power and tech savviness.

We recently worked with ecommerce expert Chloe Thomas to produce a whitepaper on cross-border trade, which goes into much more detail on how to market and sell successfully in new territories. You can download a free copy here.

[1] Australian Passport 2015: Cross-Border Trading Report

[2] Australian Passport 2015: Cross-Border Trading Report

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3 practical local link building ideas that will cure your Penguinitis

Penguin caused many in the local SEO world to become wary of link building, but there are still plenty of white-hat methods to garner links to local businesses. Columnist Will Scott explores three such tactics.

The post 3 practical local link building ideas that will cure your Penguinitis appeared…

Please visit Search Engine Land for the full article.

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