Referral marketing platform Rokt has signed a new partnership agreement with Australia Post to promote the new Digital Mailbox offering.
CEO Bruce Buchanan is now looking to push into the US, and told B&T well-targeted offers receive up to 50% click through, but are most effective on mobile platforms because of the seamless integration.
Its work with Aus Post will involve driving the people on the brand’s websites to the Digital Mailbox offering, where people can receive their bills and other important mail and store them for free.
Former Jetstar CEO Buchanan, said the partnership with a government client was a real boost for the platform, as I showed they had genuine rigor and processes in place around their handling of partner data.
He added: “What it also does is give people a more trust in the brand and offers because they are on something like Australia Post. While this has been built on other partner sites like Gumtree and EBay and Ticketek, Australia Post will add to the reputation.”
Whilst traditional banner ads struggle to attract a 1% click through rate, and fare even worse on mobile, Buchanan said Rokt was achieving better revenues through mobile than desktop devices.
“Good integration is crucial,” he said. “It’s very important for the user experience to be seamless well executed. It’s important to get these things right on mobile.”
He said sites like Facebook and Twitter were not considered competition, but instead were being used by the company to increase engagement with deals and offers, as they provide a greater level of targeting for consumers.
Rokt currently has profiles on 15m Australians, said Buchanan, which enabled better targeting for offers while people are completing business on transactional websites. But, he said it takes time to bed down with new partners, likening it to a “marriage” where both sides have to get to feel comfortable with each other before fully committing.
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