Australian marketers may be adopting social media platforms to engage with their customers, but are, for the most part, using digital channels “badly”, according to a leader in direct marketing.
Speaking at the Australian Direct Marketing Association forum in Sydney today, Douglas Nicol, partner at independent agency The Works, said marketers need to reconsider the way they are using social media both on their own websites and external platforms such as Twitter.
“Social media is fantastic, but many people are using it badly,” he said.
“It is being used as a fashion accessory by many marketers and used to broadcast information rather than a listening tool and as a way to engage with consumers.”
At the heart of problem lies the need to change the culture within marketing teams, and within companies more broadly, with many still focussed on old modes of communication and “push messages” in direct marketing campaigns, Nicol said.
“When you squeeze it back into the old model, it simply doesn’t work.” However he added: “We’re getting there.”
Nicol said that a lack of testing digital campaigns and activity before they launch and a reluctance to take risks in this space is holding many brands back, particularly those in financial services industries.
However, he is optimistic about the future of direct marketing, and said the harsher economic climate that marketers are working in today, compared to 12 months ago, is more conducive to successful direct marketing campaigns. He implored the room of marketers to take more risks in the digital space, to listen to their customers, and have conversations with them.
“Budget cuts mean we have to measure things better and also forces brands to try new things and innovate,” he said.
“Rather than sticking to what you know, now is the time to explore new partnerships.”
