Mr Fionn Hyndman
Managing Director – dgm Australia

What to pay for a new customer?
-    Look at the life time value of your customer.

Affiliate marketing
⇒    Affiliate Network to help your company through that process.
A low risk, high return proposition
Generally funded by an acquisition budget
Only pay when the action is completed
Average CTR’s of 4%, average conversion 20% higher than advertiser standard.
Increase brand exposure.
What’s it worth?
⇒    US:25bn$
⇒    UK:2.17bnL(GBP)
⇒    AUZ:1bnAU$

Utilise affiliate marketing to block competitors and increase coverage through media search and integrated content.

Performance Marketing
Direct Response advertising

Email Marketing
Yesterday and tomorrow

Paul Anderson
Connectpoint Direct Australia

Billions of emails sent every day
Marketers like emails because it helps to:
-    Deepen Relationship (41%)
-    Acquire new customers (28%)
-    Shorten Purchase Cycles (13%)
-    Cross Sell (9%)
Issues:
-Spam
-Deliverability
-Clutter

34.000.000.000 emails are produced every day
in UK 90% of people have access to email once a day.
44% of people have continuous access to email
An average person receives 365 emails per week

75% are SPAM emails
Spam filters become increasingly aggressive/intelligent
Content filtering
Black list

20-30% Legitimate Marketing get trapped by filters.

Yesterday email marketing:
-    Pester
-    List Size
-    Subject line
-    Prospect for leads
-    Send as many as possible and say anything
-    Email is virtually free
-    It’s Email Marketing

Tomorrow email marketing
-    Anticipate (get the email from your partners/customers)
-    Willing recipient
-    ‘From’ field
-    Build relationship
-    Recipient control
-    Email is cost effective
-    It’s Customer Communication Management

Pester Vs Anticipate
Yesterday:
-    Pester:
o    Interuption Marketing
o    Break into your favourite show, newspaper…
o    Catch you while you’re doing something else

Tomorrow:
-    Anticipate:
o    Permission marketing
o    Focus on building relationship
o    Customers wants and needs
o    Request permission to meet those wants and needs
o    Gain their trust
o    Turn that trust into sales

List size Vs Willing recipient
Yesterday:
-    List Size;
o    A big response needs a big list
o    Grow as big as possible
o    Quantity over quality
o    Limited cleaning
o    Rule of ‘24’
Tomorrow:
-    It’s what you do with it that counts
-    Double opt in
-    Information, segmentation & personalisation
-    Test
-    Customer preferences
-    Relevance, Recipient Control & Relationship

Subject Lines Vs From Field
50% of emails will be deleted if they don’t from a recognised sender.
Yesterday:
-    Grab attention
-    DM version of the envelope

Tomorrow:
-    A friend in the form field
-    …

Send anything Vs recipient Control
Yesterday:
-    Tell them everything
-    If I want to say it they will listen

Tomorrow:
-    Let them decide
-    Make good business sens

Conclusion:
The world is changing
To succeed new way of thinking
⇒    How engaged are my recipient (instead of how big is my list)
⇒    Is my message relevant

WOW!

That spam percentage is astonishing... 

Looks like this would have been really interesting - if just for the stats.

75% Spam and 20-30% Legitimate Marketing trapped by filters - both very relevant, both pains I am really feeling at the moment.

Not sure about the Tomorrow data though - sounds very Today to me.